2012 STRATEGY FOR THE PALM BEACHES, FL FOCUSES ON MARKETING THE DESTINATION IN MORE KEY INTERNATIONA

11/07/2011

2012 STRATEGY FOR THE PALM BEACHES, FL FOCUSES ON MARKETING THE DESTINATION IN
MORE KEY INTERNATIONAL MARKETS
The Palm Beach County Convention and Visitors Bureau's 2012 Marketing Plan introduces the most comprehensive international campaign in the destination's history


The Palm Beaches, Fla (November 7, 2011)- The Palm Beach County Convention and Visitor's Bureau (CVB), representing The Palm Beaches and Boca Raton of Southeast Florida, recently announced their marketing and sales plan for 2012, which focuses heavily on increasing visitation among the top international markets into the region. Focus countries including the UK, Germany, Canada, France, Brazil and Columbia will receive dedicated and customized marketing campaigns aimed to lure more visitors to The Palm Beaches and Boca Raton, an increasingly popular destination among international travelers.


"The time is right for us to accelerate activities and spending in our key international markets," stated CVB President & CEO Jorge Pesquera. "Our destination offers an exceptional and authentic Florida experiences that includes classic beach resorts and hotels, world-class shopping, eco adventure, and dining and nightlife that rival any other in the Americas."


The CVB's consumer-facing efforts will include dedicated websites with nearly 20 pages of customized, multimedia content for each international market; translated print collateral; a dedicated public relations program aimed at online, print and TV media; in-market media campaigns; promotional partnerships with select brands; and special travel offers through targeted tour operator programs or directly with consumers.


To harness this new marketing direction, the CVB has restructured a global sales team, to help implement the direct sales portion of the strategy. Long-time industry expert Rodrigo Trujillo was recently hired as Director of International Sales to work with the CVB's new Senior Vice President of Global Sales Doug McLain and Director of Airlift Development Sophie Gaeta to secure more international leisure and business travelers, and to increase direct air service from more global markets in and out of Palm Beach International Airport.


The CVB will strengthen its efforts in top European markets through its international sales representatives, AviaCircle, with offices located in London and Germany. In addition, the Latin American countries of Brazil and Colombia will receive dedicated attention, in light of extraordinary increases in Florida visitation from these markets.


The CVB has already begun to roll out its international strategy, attending BRAZTOA and ABAV trade events in Brazil, Routes in Berlin, and WTM in London, creating original multimedia content, including a video on the ecotravel experience told from a German traveler's perspective, an upcoming Polo familiarization trip with UK journalists, and the placement of several Spanish advertisements and distribution of Spanish press releases throughout South America. An example of a recent Latin advertisement can be seen here.


Located on Florida's southeast coast, The Palm Beaches and Boca Raton bring together an unparallel collection of luxury resorts, an innovative culinary landscape, trendy shops and boutiques of world-wide fame, and a nightlife that thrives year-round. With 15 distinct districts, 47 miles of pristine beaches, and a staggering collection of attractions and cultural venues, it is no surprise the destination was just ranked among the world's best in both the Luxury and Summer Vacations categories by US News & World Report.


The Palm Beach County Convention and Visitors Bureau is the official destination marketing organization for Palm Beach County, Fla. Tourism is among Palm Beach County's major industries generating a direct annual economic impact of $2.8 billion in the local economy, producing $23 million dollars in bed-tax revenue and lodging sales of approximately $623 million. In 2010, The Palm Beaches led the state in occupancy growth - up 9.5 percent - more
than any other destination in Florida.


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Media Contact: Carli Smith/Palm Beach County CVB, csmith@palmbeachfl.com/561-233-3030