Come to Panama City Beach and Make It Yours.

For Panama City Beach, we reframed the destination around choice: PCB isn’t one experience—it’s a build-your-own beach trip. Make It Yours invited travelers to assemble their ideal getaway—romance, family thrills, eco-nature, festivals—via an interactive content hub (with a fun trip-matcher quiz), then carried that personalization through TV, digital, social, and on-the-ground storytelling. Launched in 2017 and refreshed in later seasons, the platform proved durably on-brand—with new spots in 2021 and ongoing site content—so we could target many traveler types without losing the “Real. Fun. Beach.” spirit.