Keep Walton County Beautiful: Sustainable Tourism
Industry
Services
Challenge
With 40% of Walton County’s land preserved – including four state parks, a 15,000-acre state forest, and 15 rare coastal dune lakes – conservation is central to the destination’s success. The objective of KWCB was to establish a clear presence within the community through strategic branding and awareness-building. By positioning KWCB as a unifying force for environmental action, the brand campaign aimed to drive participation in litter prevention, recycling, education, initiatives for green businesses, and cleanup events, ultimately empowering individuals to take ownership in preservation.
Strategy
In order to inspire action, Zehnder first needed to build awareness of KWCB’s mission. We began with comprehensive branding evoking Walton County’s natural beauty, including a logo inspired by local species and a color palette drawn from diverse landscapes.
The campaign launched with a strategic approach featuring a custom website to serve as an information hub as well as social media channels to spread the word about KWCB’s mission and upcoming events. Traditional PR introduced the brand, earning coverage across media outlets, while print advertising was developed to run in area publications, supplementing awareness.
After successfully leading the International Coastal Cleanup Day in September 2024, Zehnder began actively planning summer beach cleanups in collaboration with local partners. Eye-catching merchandise and cleanup materials were designed to turn volunteers, staff, and supporters into walking ambassadors, while educational PowerPoint presentations spread the word to school groups and other organizations.
Results
Within less than a year of its launch in 2024, KWCB had attracted over 5,000 website visitors. Social media channels excelled in engagement and reach, with an average cross-channel engagement rate of 14.42%. Facebook reached 10,560 users, and 40,016 users saw at least one KWCB post on Instagram. And the form to receive volunteer event information – the call to action across all channels – received 436 leads. From coordinating volunteers to orchestrating day-of logistics, KWCB remains the driving force behind impactful community cleanups.
While KWCB’s main goals are preservation and beautification, these efforts also support destination growth by encouraging visitors and locals to engage and invest in Walton County. The campaign continues to foster community pride and drive participation, demonstrating that environmental stewardship can drive sustainable tourism and strengthen community involvement.
One Year Stats:
Dive in with Z
Zehnder is always on the lookout for great collaborators. From clients aspiring to drive sustainable growth to fresh talent hoping to join the team, we welcome you to drop us a line. We’ll be in touch!
