‘Be Yourself’ campaign launched

Be Yourself campaign

Pictured is Steve Atkins of the Atkins Group, which is handling the “Be Yourself” marketing campaign utilized to further “brand” the Island as a hot destination. (Staff photo by Ray Quiroga)

Port Isabel-South Padre PRESS

South Padre Island recently launched a $1.3 million marketing campaign that will utilize traditional and digital media to further “brand” the Island as the destination of choice for all types and ages of people.

The campaign, aptly titled “Be Yourself,” promotes the Island as a destination getaway for all tastes and features a friendly, grey-haired man as “the mystical Island spirit” of sorts named “Your Padre,” who keeps the party going by way of providing Island goers with the tools needed to keep the fun alive.

“We found out through research that a lot of people don’t go to beach destinations where they feel like it’s very pretentious or that they have to wear the right shirt with the right shorts. South Padre really is a place where people can do their own thing. It’s truly an Island escape and that’s the difference between South Padre versus Galveston, Port Aransas or Corpus Christi. Those aren’t real Islands surrounded by water. There’s a sense of escapism here and a sense that there’s a chance to be yourself here,” said Steve Atkins, President of the Atkins Group, which has handled the SPI’s marketing efforts for close to seven years.

Want the whole story? Pick up a copy of the March 22 edition of the Port Isabel-South Padre Press, or subscribe to our E-Edition by clicking here.

Permanent link to this article: https://www.portisabelsouthpadre.com/2012/03/22/be-yourself-campaign-launched/

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