TOURISM IDENTITY UPDATE: CVB-RECOMMENDED IDENTITY RECEIVES SECOND ROUND OF APPROVAL

09/17/2013

FOR IMMEDIATE RELEASE

CONTACT:
Brittany Schnorr, 561.233.3017, bschnorr@palmbeachfl.com
Carli Brinkman, 561.233.3030, cbrinkman@palmbeachfl.com

TOURISM IDENTITY UPDATE: CVB-RECOMMENDED IDENTITY RECEIVES SECOND ROUND OF APPROVAL

THE PALM BEACHES, Fla. (September 16, 2013) – The Palm Beach County Convention and Visitors Bureau’s (CVB) recommended tourism identity – Discover The Palm Beaches Florida – has received official and unanimous approval by the Tourist Development Council today. This marks the second level of approvals after the CVB Board endorsement last week.

“The CVB certainly did its homework in paving the way for the recommended tourism identity, and I’m pleased it received unanimous approval,” said David Burke, Vice President of Sales & Marketing for The Breakers Palm Beach and Vice Chair of the Tourist Development Council.

The recommended 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 the CVB’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.

Assuming a final approval at the Board of County Commissioners, the CVB will work with a creative agency to develop new brand tools such as graphics, logos and visuals which will be integrated into all marketing materials.

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.

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