saint Augustine: creative concepting

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The VCB sought a qualified, full-service agency to partner in creating and executing a paid advertising and marketing program for destination tourism. The selected agency conducted an evaluation of St. Johns County as a tourism destination and developed a proposed creative campaign that demonstrated its creative talent and industry expertise. The campaign identified opportunities to grow, refine, enhance, and amplify the marketing message, and it was evaluated on both creativity and quality.

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In response to the brief, we developed the campaign ‘Come Back to You.’ Here’s a glimpse into the thinking that shaped it:

Sometimes you have to leave home to discover new things about yourself. To allow your taste buds to indulge in something they've never had before. To uncover a piece of history you didn't know. Or to take in views you only thought possible on postcards. And although going away from home gives you opportunities for discovery, it doesn't change how you take your coffee in the morning or that your most beat-up sweatshirt is your favorite. The next time you go on a trip make sure there's room to unlock new parts of yourself but also a chance to come back to. . .  well. . .  you.

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ART DIRECTION  |  DESIGN   |  CONCEPTING

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Agency: Fuseideas

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Managing Creative Director: Jeff Scherdell

Art Director: Lindsay Zygadlo​

Copywriter: Katherine McManus