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—New tourism identity receives first round of approval by CVB Board of Directors—

THE PALM BEACHES, Fla. (September 10, 2013) –The Palm Beach County Convention and Visitors Bureau (CVB) announced its formal recommendation for the first-ever tourism identity for Palm Beach County – Discover The Palm Beaches Florida. The CVB will undergo three levels of approvals for the recommended tourism identity, the first of which was completed today by the CVB Board of Directors.

The first round of approval came at the September CVB Board meeting during a presentation by staff describing the process and its final recommendation. The CVB Board unanimously voted to approve the recommendation, which will now go before the Tourism Development Council (TDC) on September 16th, and ultimately the Board of County Commissioners.

“After having undergone a very comprehensive process, we are thrilled to arrive at our formal tourism identity recommendation,” said Jorge Pesquera, CVB President and CEO. “Our recommended identity, Discover The Palm Beaches Florida, will allow us to improve our destination name recognition, as well as gain a competitive edge and better synergies with other promotional entities. In effect, it will allow us to capture a greater share of the overall travel marketplace and optimize tourism – it’s a true milestone for Palm Beach County.”

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

“There has been a great deal of support from all the TDC agencies throughout this extensive process,” said Glenn Jergensen, TDC Executive Director. “As the approvals of the tourism identity ensue, we look to ensure that all the agencies transition toward a common visual brand architecture by using Discover The Palm Beaches Florida. The Sports Commission, Cultural Council, and Film and Television Commission have expressed their support while continuing to use their individual logos, integrated with this new, unifying tourism identity.”

“We are driven by a strategy to increase visitation so it’s important to keep in mind that the tourism identity is all about the customers and what inspires them to travel to a destination,” said Shirley Talbert, CVB Chief Marketing Officer. “With the approval of the tourism identity today, we can now move forward to create new visuals, graphics and messaging along with new advertising campaigns in the new fiscal year. Tourism is critically important to Palm Beach County and to succeed, we must keep our tourism brand fresh, relevant and emotionally appealing.”

Also announced at the meeting was the CVB’s recommended shift in organization identity, or its “industry name.” Known currently as the Palm Beach County Convention and Visitors Bureau, the recommended name is Discover Palm Beach County, with a by-line, The Official Tourism Marketing Organization, which more accurately and recognizably represents the organization’s core business function. The CVB Board of Directors also approved this change, which will go into effect throughout the new fiscal year.

“With the new organization name and by-line, Discover Palm Beach County, The Official Tourism Marketing Organization, our mission and services are better defined as the term CVB does not clearly describe our role in the community,” said Jorge Pesquera. “There is also a simplicity and strengthened awareness when marketing one brand.”

About Palm Beach County Convention and Visitors Bureau
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 more than $5 billion in the local economy, producing $30 million dollars in bed-tax revenue and lodging sales of approximately $623 million.