Florida's First Coast, or simply the First Coast, is a region of the U.S. state of Florida, located on the Atlantic coast of North Florida. The First Coast roughly comprises the five counties surrounding Jacksonville: Duval, Baker, Clay, Nassau and St. Johns, largely corresponding to the Jacksonville metropolitan area. The term originated in a marketing campaign in the 1980s, and has since emerged as one of Florida's best known vernacular regions. The First Coast refers to the same general area as the "directional" region of Northeast Florida, which may further include Putnam and Flagler counties.