![Paradise Advertising presented to the Board of County Commissioners its tourism campaign, “Florida’s most relaxing place, Navarre Beach.” Left to right are Paradise Advertising's Vice President of Account Services Rudy Webb, President Cedar Hames and Paradise Chief Creative Officer Tom Merrick. [AARON LITTLE | Press Gazette]](http://127.0.0.1/wordpress/wp-content/uploads/2022/01/ghows-DA-49877b25-3f99-75ed-e053-0100007f30e0-71527da4.jpeg)
MILTON — Paradise Advertising could move forward with a campaign touting “Navarre Beach, Florida’s most relaxing place.”
The county tasked the St. Petersburg-based ad agency with creating a campaign to boost tourism. The Tourist Development Council unanimously voted to the proposal Feb. 28 and sent the matter to the county commission for board approval.
Paradise officials on Monday gave county commissioners the same presentation they gave to the TDC and the board unanimously approved it, with feedback.
For instance, focusing on relaxation could sound boring to children, Commissioner Sam Parker said. He otherwise supported the campaign, he said.
Paradise’s marketing will target families differently, focusing on activities in the northern end of the county like riding a zip line or visiting the Gulf Breeze Zoo, Vice President of Account Services Rudy Webb said.
When visiting other areas or a Florida Association of Counties meeting, Commissioner Bob Cole said he preferred people thinking of Navarre Beach when hearing Santa Rosa County.
“I don’t want to say, ‘We’re right next to Pensacola.’ I’m tired of that,” Cole said.
Paradise’s strategy also received support from the Navarre Beach Leaseholders and Residents Association.
“On behalf of (the association), I commend you and Julie Morgan (Santa Rosa County tourist development director) for a job well done…I think the campaign is dead on,” Association Vice President Peter Birckhead said.
This article originally appeared on Santa Rosa Press Gazette: County OKs tourism campaign