For many people living with disabilities, travel can come with uncertainty — from physical accessibility barriers to a lack of clear, trustworthy information.
Panama City Beach, known as the “Real. FUN. Beach.,” recognized that true hospitality means ensuring everyone can participate fully. The destination set out to lead with inclusion — creating an initiative that would provide meaningful support for visitors with mobility, vision, hearing, and neurodiverse needs.
Accessibility is not a feature — it’s a promise. Research guided every step, ensuring communications were authentic, thoughtful, and sensitive to the lived experiences of travelers with disabilities.
The key insight: clarity builds confidence. Visitors need simple, visible cues that signal support before they ever arrive. By standardizing how accessibility information was identified and shared, PCB could remove uncertainty and replace it with empowerment.
We launched Fun for All, an initiative designed to make accessibility visible, understandable, and actionable. Four distinct icons were developed to clearly identify the types of needs addressed, creating a consistent visual system across communications and in-destination materials.
The message of accessibility, support, information, and — most importantly — fun was amplified through PR, social media video, a dedicated landing page, and ongoing destination touchpoints.
Impressions in first 5 months
In earned media
