The creative concept for the “It’s a Good Day” campaign aligned with Fort Myers – Islands, Beaches and Neighborhoods’ new brand and revolved around the idea that any day can be a good day in and around Fort Myers. Under sunny skies, in the right place with the right people, having a good day just feels natural. This has endeared people to our area for years and was just what travelers needed coming out of the pandemic.

The campaign featured an inviting and refreshing color palette, graphic shapes that helped convey fun, lighthearted sentiment, plus copy and headlines that alluded to the emotion in the imagery while teasing that good times and good things are always on the horizon here. The photography color was saturated, bright and full of warm tones with plenty of space to show off the destination landscape.