COASTE | EDITOR’S WELCOME
A number of years ago, the creative minds who power the branding and marketing of Corona Beer took a dramatic leap of faith — they turned away from the idyllic beach imagery that had dominated their advertising over the years for a newcampaign that inspired consumers, wherever they may live and work, to “find your beach.” The concept was simple (although in the reality of how great advertising is made, it was surely difficult and risky): understand that each of us possesses our unique dream of escape, freedom, peace, harmony, bliss — our emotional definition of paradise — and connect it to the promise that La Cervaza Mas Fina can take you there. While I can’t guarantee that a cold beer can transport you to your moment of Zen, the Corona Beer premise is true: each of us has our beach, our paradise where all is perfect in the world, wherever and whatever it may be. That’s the beauty of Southwest Florida. While we’re blessed with many of the most beautiful beaches in America (or even the world), our corner of paradise isn’t defined by just sand and water. As this and future issues of COASTE will enthusiastically point out, there exist myriad alternatives or enhancements to our wonderful beach life that can complete anyone’s dream. Stunning natural beauty; wildlife aplenty be it land, sea and air; exciting water sports; spectacular outdoor recreation; bravo-worthy entertainment and arts; dining and drink to satisfy all tastes and styles; oh, and that flip-floppy attitude that feels so comfortable to so many of us — pick any, pick all or pick more. Doing so, I bet you’ll find your beach, right here, just the way you love it. John Sprecher Founder | Editor Find your beach. Wherever and whatever.
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