The Board of the Halifax Area Advertising Authority - which promotes Daytona Beach as a tourism destination - has previewed a new campaign concept that could replace the current 'Wide.Open.Fun' campaign that has been roundly criticized by residents as portraying the town as a spring-break/party destination and not a place for family vacations.

As proposed, the new campaign - created following surveys taken in the town's primary tourism markets which drew comments like "full of trashy bars and people" - ties spring-break themes to family-friendly amenities.

Going forward with the new campaign will cost the Advertising Authority more than $40K a month in media commissions.