Concept 1

Insight: he word “fort” implies an impenetrable stronghold, designed to keep people out. Idea: But our fort, Fort Lauderdale, is for Everyone Under The Sun. Portray Fort Lauderdale as an inclusive and welcoming 24-mile span of golden beaches, hotels, restaurants, shopping destinations and attractions. Here, everyone under the sun is welcome. Why it works: Many beach destinations use similar imagery and messaging. By owning the word “fort,” we improve brand memorability vs competitors, and showcase Fort Lauderdale’s welcoming nature with a sense of intrigue and fun.