For Immediate Release

Destin-Fort Walton Beach, Florida Announces Rebrand and Commitment to Make Childhood an Adventure Again
Heightening recognition in the travel industry to draw family travelers to one of the most-favored coastal destinations in Florida

February 5, 2020 (Okaloosa County, Fla.) – It’s no surprise that Destin-Fort Walton Beach, Florida is an ideal place for beachfront relaxation, but now kids, and the young at heart, are invited to seek adventure and discover the remarkable water-based offerings and natural beauty that set the destination apart. Inspired by a recent global study that showed 56 percent* of children spend less time outdoors than maximum security prison inmates, the destination announced a commitment to getting kids out on the water, giving their adventurous side room to grow. Formerly known as the “Emerald Coast,” the destination has rebranded to heighten its recognition in the travel industry and attract families from near and far.

“This is only the beginning of introducing visitors to the adventures that await in Destin-Fort Walton Beach,” said Jennifer Adams, director, Destin-Fort Walton Beach.  “Our rebranding goes far beyond unveiling a new logo and website. It’s inspired and informed by the people who visit, live and work here. In fact, we've engaged hundreds of stakeholders to date, creating authentic adventures based on their expertise. This is our collective way of extending an invitation to families to join us in experiencing activities that foster self-confidence, self-reliance, and nurture the imaginations of children and parents alike.”

As part of its new brand platform and commitment to make childhood an adventure again, the destination has launched an interactive adventure builder titled Little Adventures. Families can explore a collection of activities, expertly curated by local residents, and build an itinerary that best suits their children’s ages, skill set and interests. Kids as young as one can enjoy an afternoon splashing and discovering wildlife in crystal clear tide pools. Budding marine biologists will find themselves an arm’s reach away from marine life on, and in some instances under the water. Teens can chart a course of exploration via kayak, or challenge themselves to take a lesson out on the water and leave with a new skill.

“We’re incredibly lucky to live and work in a destination that has welcomed so many wonderful visitors for decades, but recognized it was time to do something more with the platform we’ve been given,” said Adams. “While many may think they know our destination, we see this as an opportunity to help enhance a stay, introducing all to experiences that are transformational and go far beyond a check list of where to go and what to do.”

To support the rebranding of the destination an extensive nationwide campaign is currently deployed including sponsorship of the inaugural issue of G&G Junior in addition to advertorial placements within Parents and Southern Living, a digital activation with USA Today, and broadcast spots with PBS Kids. 

For more information on Destin-Fort Walton Beach, Florida, please visit:

*Global study of 12,000 families with kids aged 5-12 initially commissioned by the Real Play Coalition


About Destin-Fort Walton Beach, Florida

Captivating sugar-white sand beaches and emerald- green waters await in Destin-Fort Walton Beach. Located in Northwest Florida, the destination is not only an ideal place to unwind and experience total relaxation along a 20-mile stretch of beach, but to uncover the adventurous side within. The family-friendly locale offers an environment of discovery to play and explore, inviting kids to get on the water and give their adventurous side room to grow. Visitors enjoy pristine beaches, Gulf-to-Table seafood, abundant watersport activities, championship golf, lively nightlife, and numerous attractions, festivals and events designed to thrill all ages.

Media Contacts:
Stacey Young
Community & Media Relations Strategist
(850) 606-5389

Hawkins International Public Relations
(212) 255-6541