OVERVIEW
CAMPAIGN REFERENCES
CONCEPT MOCK-UPS
FOCUS GROUP TESTING
CAMPAIGN PILLARS
PRODUCTION
DESIGN SYSTEM
BRAND ANTHEM
MARKETING ACTIVATION
MARKETING RESULTS

Overview | Campaign References | Concept Mock-ups

Focus Group Testing | Campaign Pillars

Production | Design System | Brand Anthem

Marketing Activation | Marketing Results

Overview

Campaign References

Concept Mock-ups

Focus Group Testing

Campaign Pillars | Production

Design System | Brand Anthem

Marketing Activation

Marketing Results

Reimagining America’s First Resort Destination.

The agency’s innovative campaign for Discover The Palm Beaches redefined the destination’s image, resulting in heightened awareness, increased visitation, and broader audience appeal across diverse traveler segments.


Total media impressions

YoY international travel increase

Earned media placements

Total visitor spending

Situation.

Evolving the brand identity with an integrated, modern creative campaign.

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Initiatives.

Launching a new campaign with a high-profile media event and PR push.

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Results.

Delivering powerful results across advertising and public relations channels.

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2021-2023 campaign references.

Concept Mock-ups.

“The Collection” campaign was concepted to illustrate the breadth of premier vacation experiences in The Palm Beaches.

Ad concepts will incorporate various interchangeable imagery and props, allowing for easy customization to illustrate a different “Collection” as needed based on the audience. Ads can utilize a variety of assets found within the destination to craft a unique story.

Focus group testing.

A quantitative online survey was completed by 953 respondents in target drive & fly markets. Concept mock-ups were shown to illustrate the campaign.

Results:

  • Ad Appeal: Very to Extremely Appealing 56.6%
  • Uniqueness: Very to Extremely Unique 54.71%
  • Believability: Very to Extremely Believable 54.09%
  • Likely to Consider: Very to Extremely Likely 49.05%

What Does This Ad Say to You?

Campaign pillars.

Seven core pillars were decided upon to illustrate the major features of The Palm Beaches.

Arts & Culture

An impressive cultural collection of world-class museums and unrivaled theatre that inspires and illuminates the soul.

Culinary

A delectable collection of exquisite flavors by award-winning chefs.

Family

A family-friendly collection of unforgettable fun, including animal sanctuaries, museums, and outdoor adventure.

Nature & Outdoors

An awe-inspiring collection of natural splendors of uncrowded beaches and parks with breathtaking beauty.

Shopping & Hospitality

A chic collection of impeccable style and world-class shopping with iconic brands.

Spa & Wellness

An indulgent collection of spas and resorts celebrating the timeless art of relaxation.

Sports

An unbeatable collection of sports played in paradise, from golf to pickleball, that’s in a league of its own.

Production.

Selection and retouching of photo and video assets, followed by subsequent production of print, digital, OOH, radio, TV, etc. assets to complete an entire new catalog.

Design system.

The Palm Beaches Collection consists of a Primary and Secondary Design System. The Primary System features curated tablescapes and is used in print ads, digital banners, and out-of-home assets.

The Secondary System features a multi-photo design that can be used as an alternative to the Primary Design when size restrictions dictate or when style variation is required.

Brand anthem.

A :30s video was created to run across our entire advertising campaign (international & domestic) as well as :15 videos for each pillar (8 total). The variety of content allows us to target more specific interests within our demographics and target markets, showcasing the perfect collection of experiences to our visitors. The following video is the 1:00 version.

Marketing activation.

An event in New York City introduced the campaign to 117 media members, influencers and sales clients. Top outlets such as Thrillist, Travel + Leisure, TODAY, Conde Nast Traveler and more attended. 2 million+ potential visitors reached through earned media exposure – sampling:

Marketing results - consumer sentiment.

A survey was deployed in target markets using a 3rd party panel provider. Respondents are travel decision makers, have traveled in the last 2 years, and plan on traveling within the next 12-24 months. A total of 2,203 responses were collected.

Brand tracker survey respondents who were exposed to advertising reported higher levels of awareness and likelihood to visit than those unexposed. There was an increase in exposure for diverse segments such as disabled travelers, LGBTQ+, Black and Hispanic.

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