Daytona Beach Selects Props

Daytona Beach has selected Props to support its creator-led marketing efforts, working alongside its agency partner, Aqua, to introduce the destination to new audiences.

Known for its iconic coastline, motorsports heritage, and year-round energy, Daytona Beach is focused on evolving how travelers discover the destination—shifting from traditional destination advertising toward real stories that reflect how people actually experience the place.

Props is a performance-based creator media channel that turns trusted human stories into measurable outcomes by combining creator credibility with paid media at scale. Aqua will continue to lead overall brand and agency strategy, with Props powering creator-led storytelling as a performance media layer.

The initial activation will feature creators experiencing Daytona Beach firsthand, using authentic, lived-in stories to build familiarity, consideration, and travel intent.

The partnership reflects a shared belief: destinations are discovered through real stories, and authenticity only scales when those stories—not ads—lead the system.