Visit Jacksonville has unveiled a new marketing campaign designed to position the city as a decidedly different take on the Sunshine State.

Dubbing Duval “the Flip Side of Florida,” Visit Jacksonville President and CEO Michael Corrigan said the campaign is months in the making and will likely be in place for three or more years.

“Jacksonville is like no other place in Florida,” Corrigan said.

The new campaign positions Jacksonville and the Beaches as the ideal combination of southern hospitality and Florida flare, a region apart from the rest of the state, Visit Jacksonville says.

“Busy beaches and theme parks? That’s further south,” the organization says in a news release. “We’re talkin’ a different style of sunshine state of mind. Think manatees, not mermaids. More magnolias than palm trees. Less shuffleboard, more surfboards. World class golf greens, and delicious collards. A hot bar scene, and even hotter sandbars. Don’t worry, you’re not flipping out. You’ve just never been to Jacksonville — The Flip Side of Florida.”

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The campaign will combine social, digital and broadcast advertisements in targeted domestic markets including Atlanta; Orlando; Tampa; Miami; New York City; Washington, D.C.; Charlotte, North Carolina; and Chicago.

Variations on the campaign will be developed for target audiences ranging from meetings and event planning professionals to families within a seven-hour drive.

Read more about the campaign at the Jacksonville Daily Record, a Jacksonville Today news partner.