Daytona tourism agency honored for TV ad in 'Beach On' campaign

Jim Abbott, Daytona Beach News-Journal
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A TV ad in the “Beach On” tourism campaign by the Daytona Beach Area Convention & Visitors Bureau was honored by Visit Florida with a Flagler Award at the 2023 Florida Governor’s Conference on Tourism in Orlando.

The Daytona Beach CVB received the Silver Award in the Television Advertising category for its “Beach On” commercial spot that features a young girl riding her first wave in a surf lesson along the sands of Daytona Beach.

“She won’t remember her first word. She won’t remember her first steps. But she will never ever forget her first wave,” intones the narrator in the ad planned and produced in collaboration with the CVB’s advertising agency of record, The Zimmerman Agency in Tallahassee.

“We’re proud to receive this recognition from Visit Florida at the Florida Governor’s Conference,” said Lori Campbell Baker, the CVB’s executive director. “This Flagler Award reflects the important work by the team at the Daytona Beach Area CVB, the Zimmerman Agency, and the Halifax Advertising Authority Board, who are all passionately promoting the destination and encouraging visitors to experience all that the Daytona Beach area has to offer for themselves.”

A father celebrates as his daughter learns to surf in a TV ad as part of the Daytona Beach Area CVB's "Beach On" tourism campaign. The ad was honored by Visit Florida with a Flagler Award.
A father celebrates as his daughter learns to surf in a TV ad as part of the Daytona Beach Area CVB's "Beach On" tourism campaign. The ad was honored by Visit Florida with a Flagler Award.

Each year, leaders in Florida tourism are chosen by selection committees to receive the prestigious Flagler honors.

Named for Florida’s legendary industrialist and philanthropist Henry Flagler, the Flagler Awards were established in 2000 to recognize outstanding tourism marketing in Florida. The awards are open to all individuals, private businesses and not-for-profit organizations offering a product or service that promotes the state’s tourism industry.

In the TV advertising category, the Daytona Beach CVB finished behind first-place recipient Visit Lauderdale, honored for its “Welcome” ad; and ahead of Experience Kissimmee, honored for its Shoulder Season campaign.

This article originally appeared on The Daytona Beach News-Journal: Daytona Beach Area CVB 'Beach On' TV ad receives statewide honor