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Discover The Palm Beaches Launches Love The Palm Beaches

Discover The Palm Beaches Launches Love The Palm Beaches

Local Campaign Brings to Life The Power of a Personal Invitation

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WEST PALM BEACH, Fla. (May 3, 2023) – Discover The Palm Beaches (DTPB), the tourism marketing organization for Palm Beach County, announced today an exciting “Love The Palm Beaches” campaign that brings to life the power of a personal invitation and encourages residents to share their love for The Palm Beaches with friends and family, driving visitation to the area. The new resident campaign will harness the power of its local community members, empowering residents who live, work, and play in the area to become ambassadors for The Palm Beaches, showcasing destination attributes on their social media and inviting their close circle of friends and family to visit.      
According to DTPB’s research, one of the biggest motivating factors for travel to The Palm Beaches across all target markets is visiting friends and family, accounting for 43% of the motivation, and making up 4 out of every 10 travelers to the destination. This is a meaningful demographic of visitors maximizing travel to an idyllic destination while visiting friends and family and significantly impacting the local economy. These visitors may end up staying with their friends and family, at local hotels or vacation rentals, and experiencing beach and family activities, cultural attractions, shopping, restaurants, and more, impacting our overall tourism economy and contributing to the record-breaking $6.7 billion in visitor spending in 2022.
“Friends and family are the number one most trusted referral source for visitors,” said Jorge Pesquera, president and CEO of Discover The Palm Beaches. “Nobody knows this county better than its residents. Perhaps it’s a favorite dish at a neighborhood diner or a hidden spot at your favorite beach that you want to share. Whatever it may be, we’re hoping to ignite the love for The Palm Beaches and rally our community of ambassadors to wield the incredible power of a personal invitation to turbocharge this great source of business when we most need it – summer and fall.”
The new campaign will feature several ways for The Palm Beaches’ community to get involved, including social media assets, like digital filters and graphics, and tangible postcards. The Palm Beaches created new AI filters, GIFs, stickers, and frames that will help residents showcase their love and make engaging fun. Simple search “the palm beaches” or “love the palm beaches” on Instagram to enhance your post. To reward its newest brand messengers, DTPB will be giving away weekly prizes along with monthly grand prizes from May through September for those who tag @PalmBeachesFL and use #LOVEThePalmBeaches on Instagram and Facebook.  Weekly prizes include branded Love The Palm Beaches T-shirts, caps, koozies, tote bags, tickets for local attractions, and more.  Monthly grand prizes will offer staycation packages complete with a hotel stay, as well as tickets for local attractions and dining at area restaurants.  
The Love The Palm Beaches resident campaign will launch at this year’s SunFest in downtown West Palm Beach, May 5-7.  The agency partnered with Sunfest to have a presence at the event where concertgoers can share their love for one of The Palm Beaches’ biggest festivals by posing for photos in our “Instagrammable” area and with life-sized, three-dimensional LOVE letters, and using the hashtag to win prizes.
Residents who are not social media savvy and want to participate in the contest can request digital postcards that can be posted on their channels or emailed to loved ones by visiting  DTPB will also send select Palm Beach County residents direct mail pre-paid postcards they can use to extend a personal invitation to family and friends, and place paid advertisements around town reminding residents to share the LOVE.

About Discover The Palm Beaches
Discover The Palm Beaches is the official 501(c)(6) not-for-profit, accredited tourism marketing organization that promotes the collection of 39 cities and towns commonly referred to as The Palm Beaches, which spans more than Tequesta. Tasked with growing visitation and the local tourism economy, the organization works year-round to bring travelers from around the state, country and globe to visit Palm Beach County. The Palm Beaches have a rich history in hospitality as America’s First Resort Destination® and tourism is among Palm Beach County’s major industries, generating $9.7 billion in economic impact during 2022.
The Palm Beaches are home to more than 18,400 hotel rooms and feature more than 100 family-friendly attractions, an abundance of world-class luxury, award-winning restaurants, and 125 miles of peaceful waterways for on- or in-the-water activities, including 160 artificial reefs that line the Atlantic Ocean’s Gulf Stream current. 160 golf courses have earned it the moniker of Florida’s Golf Capital®, as well as The Cultural Capital of Florida® due to its thriving entertainment scene of more than 200 art and culture organizations. Situated along I-95, The Palm Beaches are accessible via Palm Beach International Airport (PBI), which offers more than 200 daily nonstop flights across the United States and seasonal lift to/from Canada. The Palm Beaches are also conveniently located within driving distance of Fort Lauderdale-Hollywood and Miami International airports.

For more information about The Palm Beaches, visit or on social media (InstagramFacebookTwitterYouTubeLinkedIn and TikTok). Visitors and residents can take advantage of county-wide deals via The Palm Beaches Savings Pass.  They can also tune in to The Palm Beaches TV for 24/7 streaming content of the destination’s hotels, attractions, restaurants and experiences.

Media Contact:
Discover The Palm Beaches
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