MARKETING PLAN PRESENTATION

09/30/2010
Palm Beach County Convention & Visitors Bureau Hits 2010 Highlights,
Unveils 2011 Strategy at Annual Marketing/Sales Plan Presentation
WEST PALM BEACH, FL (Sept. 30, 2010) - The Palm Beach County Convention & Visitors Bureau
(CVB) will hold its Third Annual Marketing Plan Presentation on Thursday, Sept. 30, 2010 at the Palm
Beach County Convention Center, with an expected attendance of more than 400 industry and community
members. During the presentation, which begins at 4:30 p.m., CVB executives and other tourism leaders
will recount the destination's accomplishments for 2010, and address key initiatives for 2011.
Key highlights from 2010 include:
? 10 consecutive months of improved hotel occupancy
? Best occupancy improvement for the entire state (11 percent)
? Three straight months of bed tax revenue improvements into the double digits
? 84,000 definite group room nights resulting in direct spending of $30 million
? Deployment of $3 million stimulus for advertising and promotions, including comprehensive
on-/and off-line initiatives
? Increase of original content on web site to include more than 1200 pages
? Launch of 1909 Founders Package Rebate Program, which resulted in 60,000 group room nights
and a $21 million economic impact
? Opt-in customer database of more than 200,000
? New non-stop service from Chicago, Memphis and Montreal as well as four regional markets in
the Northeast and Midwest, for a total of 150,000 new seats into Palm Beach County
? More than 500,000 visits to the web site with 100,000+ links out to hotel partners
? Completion of a massive and comprehensive study culminating in the development of the
Community Brand Promise
Considered the most important initiative for 2011, the Brand Blueprint will be the driving force behind all
messaging and creative direction. It will translate the Brand Promise into tangible items, including
descriptive language, a destination tag line, new graphic identity, and more. This will culminate in a
major re-launch of the destination brand in the marketplace and to key customer groups, such as
consumer, travel writers, meeting planners, and travel trade.
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"It's not about the journey; it is about the destination and we rank with the best as far as destinations are
concerned," states CVB President & CEO Jorge Pesquera. "It's a new day in Palm Beach County. As we
prepare for the next phase in our Brand Development action plan, the CVB team and key industry
members will play active roles in the development and establishment of the Brand Blueprint for The Palm
Beaches. "
Other key initiatives to be announced by Vice President of Marketing/Communications for the CVB
Shirley Talbert and Vice President of Sales for the CVB Steve Crist will include a major push with
mobile, social and viral programs. A sampling of what's expected for 2011 includes:
? Technology advancements, including an iPhone application, mobile version of the web site, and
video vignettes on YouTube
? Enhanced social marketing program that resonates across all departments and platforms, and
includes special offers, customer engagement, contests, postings, etc.
? Introduction of iPads for usage at presentations, sales calls, etc.
? Launch of luggage label series viral campaign and online contest
During the presentation, the CVB also announced the partnership with Delta's Sky magazine, which
includes a more than 20-page editorial feature in the December 2010 issue. This top-rated, in-flight
magazine has a potential readership of over 13 million passengers in one month with an unprecedented
amount of exposure for the destination and community.
In addition, there will be a boost of international PR efforts, the launch of a Travel Agent Appreciation
Campaign, expanded use of Passkey, the Destination Diplomat programs, and strengthened collaboration
with the Convention Center sales team and Palm Beach International Airport.
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About Palm Beach County Convention and Visitors Bureau
The Palm Beach County Convention and Visitors Bureau (CVB) 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. More information on the
CVB and visiting The Palm Beaches is available at www.PalmBeachFL.com
_______________________________________________________________________________
Media Contact:
Maria Hayworth/Hayworth Creative PR
maria@hayworthcreative.com/386-677-7000
1555 Palm Beach Lakes Boulevard, Suite 800, West Palm Beach, Florida 33401
561.233.3000 FAX 561.233.3009
WEBSITE MEDIA CENTER: palmbeachfl.com