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PBC tourism board approve new brand identity

Palm Beach County tourism officials unveiled a new tourism brand Tuesday: "Discover The Palm Beaches Florida."

It will be paired up with two taglines: "The Best of Everything," which will target the affluent consumer and has been used by the county for more than a decade and "The Best Way to Experience Florida"— will be used in advertising to the general consumer market.

The new brand signals a "very significant change" in the way the agency communicates to the world about Palm Beach County, said Jorge Pesquera, president and CEO of the Palm Beach County Visitors and Convention Bureau during a presentation to board members. "Some people may say it's subtle, but it's subtle and very significant."

Board members voted for the new brand which still needs to be approved by the county's Tourism Development Council on Monday and then to the county commission before it can take effect.

The new brand and taglines would be predominantly featured in marketing and advertising materials aimed at boosting visitation from other areas across the state and in key U.S. and global markets. However, South Floridians are likely to hear and see at least one of the new taglines once approved, in advertising and marketing aimed at Floridians overall. One example where it could be used is in promotions for the MyPalmBeachSummer.com website, which typically offers special rates on hotel and dining packages during the off-season.

The combination name and tagline was top-ranked among all ethnicities and age groups in a recent consumer survey, according to tourism officials.

"It's not about what sounds prettier… the flow of the words, it's about driving visitation to the destination," Pesquera told board members. "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."

The county's sports commission, cultural council and film and television commission have also expressed their support and will likely integrate the new tourism brand with their individual logos, allowing for a "unifying tourism identity," Pesquera noted.

One of the challenges the bureau and its Tourism Development Council partners had faced was to come up with a brand that's representative of all that the destination has to offer from high-end to affordable affluent to budget accommodations, as well as its breadth of leisure and competitive activities such as golf, equestrian polo, and beach sports.

In pushing forward the new tourism brand, the tourism board is anticipating it'll receive final approvals in place before Nov. 1.

Palm Beach County Visitors and Convention Bureau officials also officially announced a name change to Discover Palm Beach County, The Official Tourism Marketing Organization on Tuesday and presented its 2014 marketing plan to the board.

The new agency name more accurately and recognizably represents the organization's core business function and will take effect throughout the next fiscal year.

asatchell@tribune.com, 954-356-4209 or Twitter@TheSatchreport.

Copyright © 2015, The Baltimore Sun
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