ST. PETE/CLEARWATER
CLIENT: Visit SPC
AGENCY: EnvisionIt
ROLE: Motion Designer / Editor
Brand Identity
Social-First Creative
Motion & Design
Web / Email
Tourism
The CHALLENGE
St. Pete/Clearwater isn't short on things to do. It's short on ways to make four very different travelers feel like the destination was built for them.
A Gen Z traveler scrolling TikTok for nightlife and a retired couple planning a quiet beach week aren't the same audience. But they were seeing the same generic destination content.
The goal was a content system flexible enough to speak to Youth, Families, Couples, and Mature travelers as their own audiences, while still keeping pace with tourism pushes, local events, and a major sailing competition.
STRATEGY
Instead of one generic message stretched across every channel, each audience became its own creative lane, built on a shared visual foundation.
Youth content moved fast: quick cuts, high energy, native to TikTok and IG Stories. Family content stayed warm and inclusive. Couples content slowed down and leaned scenic. Mature content stayed clear and refined.
Email carried that same segmentation into a more direct channel. The sailing competition became a chance to reach beyond all four segments at once, with content built for spectacle rather than any one demographic.
THE SOLUTION
Day to day, this meant a steady stream of IG and TikTok stories, plus paid motion ads cut separately for each of the four segments rather than one asset resized four times.
HTML email campaigns tied the social work to bookable moments: events, seasonal pushes, and the sailing competition. That gave the destination a direct-response channel alongside the awareness-building social content.
