Discover The Palm Beaches
As the agency of record for the Convention and Visitors Bureau of the
Palm Beaches (now known as Discover the Palm Beaches), we
developed successful co-op programs that involved routes to PBI from
O’Hare in Chicago and Logan Airport in Boston. Through the utilization
of digital out-of- home ads and high-profile billboards, the new routes
quickly gained positive recognition in Palm Beach County and the
national cities that were served.
The out-of- home pieces in Chicago and Boston were complemented by
billboards throughout Florida’s key drive markets. The billboards and
accompanying print ads featured high-end retail tags with a direct
response message that was intended to encourage visitors to extend
This campaign also showcased broadcast television commercials that
aired in four languages on three continents. The TV spots featured
shadowbox lettering of all the county’s municipalities. Multiple spots
were created to highlight all stakeholders, venues, and attractions.
In order to grow the CVB’s potential customer database, we launched an
integrated online program with a leading Travel portal, which included
an on-air sweepstakes on their national cable TV arm. As a result, the
CVB sweepstakes received nearly 874,000 entries, the Travel site
realized 19,000 new registrants, and the CVB received the names and
addresses of 1,338 travelers requesting additional information.