Discover The Palm Beaches’ New Commercial Urges Visitors to Unplug and Reconnect
Brittany Schnorr, 561.233.3017, firstname.lastname@example.org
Heather Andrews, 561.233.3008, email@example.com
Discover The Palm Beaches' New Commercial Urges Visitors to Unplug and Reconnect
THE PALM BEACHES, Fla. (November 20, 2014) - Discover The Palm Beaches (DTPB) officially unveiled their newly created destination commercial, themed Unplug and Reconnect in The Palm Beaches, during the 2015 Marketing & Sales Plan presentation. The commercial, developed to stimulate travel to The Palm Beaches, will begin airing January 2015, in the Boston, New York and the greater Washington D.C.-Baltimore markets.
Discover The Palm Beaches worked with Levatas, DTPB's creative agency, to create a commercial that would appeal to a wide variety of travelers and creative interpretations, while also striking an emotional connection with families and mothers in particular.
"The commercial's message elicits an emotional connection between the family and how the natural beauty and serenity of The Palm Beaches offers the perfect backdrop for reconnecting with the people you love - to take in all the little things that make living in the moment special," said Jorge Pesquera, President and CEO of Discover The Palm Beaches.
The commercial and future advertising campaign elements in print, digital and billboard executions illustrate how to bring the new Discover The Palm Beaches brand to life and maintain a consistent brand architecture for the destination across several market segments and target demographics.
"It's not often you get projects that hit so close to home," said Ray Popp, Executive Director of Marketing Communications for Levatas. "There's definitely an element of pride that goes into spotlighting the place where you live and work. At Levatas, we truly believe The Palm Beaches is an amazing destination, and we were determined to have that passion shine through."
Three insights drove the creative concept: to increase travel among families; to target women, who are typically the primary drivers of influencing travel and booking decisions; and to identify with families and couples who face the challenge of being together yet disconnected due to the imposition of modern technology.
The Unplug and Reconnect in The Palm Beaches commercial, led by Director Joe Otting of Fiber Films, took five months to complete from conceptualization to final production. Production included five full days of filming, totaling 60 hours, with three boats, 11 locations, 35 crew members and 2.5 terabytes of footage.
Special thanks to all the community partners who contributed to the commercial.
To view the full 60-second Unplug and Reconnect commercial, visit www.youtube.com/watch?v=HG0NsiThgls.
About Discover The Palm Beaches
Discover The Palm Beaches, formerly the Convention and Visitors Bureau, is the official tourism marketing corporation that promotes the collection of 38 cities and towns and 15 tourism districts in Palm Beach County, commonly referred to as The Palm Beaches, Florida. Tourism is among Palm Beach County's major industries generating an annual economic impact of nearly $7 billion in the local economy, producing $30 million dollars in bed-tax revenue, lodging sales of approximately $623 million and supporting more than 60,000 jobs.