Overview

Executive Summary

The 2026 campaign unifies three powerful ideas into one integrated brand system across four major campaign pillars, an eight-month content calendar, nine audience segments, and eight integrated channels. The campaign launches May 1, 2026 and runs through December 31, 2026. The pre-launch window runs March 12 – April 30 — seven weeks to build, plan, shoot, and partner before going live. Every element is designed to drive overnight stays and year-round visitation, directly addressing the East End's over-reliance on summer revenue (currently 65% of annual revenue).