Welcome to The New World™ is a new multimedia campaign for St. Augustine, Ponte Vedra & The Beaches, developed by Tinsley for travelers who don’t just want to visit a destination, but to really connect with it. People who value culture as much as coastline, history as much as luxury, and discovery over repetition.
Anchored by America’s oldest city, Florida’s Historic Coast is a place where centuries-old architecture meets modern energy. Music drifts through brick-lined streets. Chefs reimagine coastal cuisine. Artists, golfers and surfers alike are drawn here for different reasons, largely inspired by 42 miles of unforgettable Atlantic coastline.
With Welcome to The New World™, Tinsley Advertising set out to reframe a destination many people think they already know, encouraging visitors to experience the full depth of Florida’s Historic coast. From intimate music venues and cultural festivals to the championship golf courses of Ponte Vedra, and the untouched beauty of its natural preserves, the campaign highlights a place steeped in authenticity. Places like Guana Tolomato Matanzas National Estuarine Research Reserve (GTM), Matanzas Inlet and wide-open beaches are featured prominently, as beautiful reminders of Florida in its original state.
“Florida’s Historic Coast is a place where history and innovation coexist beautifully,” said Susan Phillips, President & CEO of the St. Augustine, Ponte Vedra & The Beaches Visitors & Convention Bureau. “This campaign reflects the rich cultural tapestry and elevated experiences today’s travelers are seeking, and invites them to experience the destination in a fresh and unexpected way.”
“Welcome to The New World™ is all about optimism and exploration,” said Tinsley’s Chief Creative Officer, Dorn Martell. “From iconic landmarks like Villa Zorayda to the raw natural beauty of the GTM Reserve and Matanzas Inlet, the campaign encourages travelers to widen their perspective and see the destination through a new lens.”
The fully integrated campaign includes a series of six new :15 and :30 second broadcast and streaming videos, supported by out-of-home, social media, and targeted magazine placements. It’s rolling out now across key East Coast drive down markets and major metropolitan areas including New York, Chicago, and Dallas.