INTRODUCING THE NEW TOURISM IDENTITY: DISCOVER THE PALM BEACHES FLORIDA

10/25/2013

 

Discover Palm Beach County
 

 

FOR IMMEDIATE RELEASE

CONTACT:
Brittany Schnorr, 561.233.3017, bschnorr@palmbeachfl.com
Heather Andrews, 561.233.3008, handrews@palmbeachfl.com


INTRODUCING THE NEW TOURISM IDENTITY: DISCOVER THE PALM BEACHES FLORIDA

THE PALM BEACHES, Fla. (October 23, 2013) - Discover Palm Beach County's (DPBC) recommended tourism identity - Discover The Palm Beaches Florida - received official and unanimous approval by the Board of County Commissioners. This marks the final round of approvals after the DPBC Board and Tourist Development Council's endorsements last month.

County Commissioners expressed their strong support and satisfaction with the recommendations as well as the methodology used to reach a final conclusion.

"With the final and official approval of the tourism identity, we can now move forward to create new visuals, graphics and campaigns to better advertise and promote our destination," said Jorge Pesquera, President and CEO of Discover Palm Beach County. "We certainly look forward to promoting a unified identity with our new tourism identity as we actively drive visitors to Discover The Palm Beaches."

The new identity features the name, Discover The Palm Beaches Florida, and the application of rotational taglines based on the target market. First, the current tagline The Best of Everything, will be retained to target the affluent consumer market as it tested positively with travelers seeking a luxury product and experience. Additionally, The Best Way to Experience Florida, which is currently used as DPBC's primary call-to-action, will be used in advertising to the general consumer market. Following a recent consumer survey, this tagline was top-ranked among all ethnicities and age groups.

DPBC is now working with a creative agency to develop new brand tools for both the tourism identity and the organization identity. The new graphics, logos and visuals will be launched in the early part of the year as they are integrated into all marketing materials.

About Discover Palm Beach County
Discover Palm Beach County, formerly the Convention and Visitors Bureau, is the official tourism marketing organization for Palm Beach County, Fla. Tourism is among Palm Beach County's major industries generating a direct annual economic impact of more than $5 billion in the local economy, producing $30 million dollars in bed-tax revenue and lodging sales of approximately $623 million.

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