FTLBeach

The City of Fort Lauderdale Beach Business Improvement District (BBID) is a special taxing district in Broward County responsible for marketing Fort Lauderdale Beach. For over seven years, the BBID relied on an outdated brand as a tool to market Fort Lauderdale Beach as a tourist destination. A rebranding effort was long overdue. The Brand Advocates (TBA) led this rebranding effort with the launch of the "Discover FTLBeach" co-op campaign. TBA partnered with the local tourism bureau to create the co-op campaign, which included a new logo. The logo was inspired by a beach ball with its multiple vibrant, tropical colors that convey fun and the wonder of discovery. The tagline is a strong call-to-action to explore Fort Lauderdale Beach as a tourist destination.