Target Audience: Younger millennials, earning 50-80k. Want a nice tropical vacation but not looking to leave the country.

Current Perception: A standard vacation in a place with a bunch of weirdos.

Desired Perception: A destination like nowhere else, that offers something for everyone in a place with a bunch of weirdos

Insight: Florida is bizarre, let’s embrace that bizarreness, and poke fun at it a little bit.