Discover The Palm Beaches Launches Marketing Campaign to Highlight Local Community

The initiative will feature several ways for the local community to get involved.

The tourism marketing organization for Palm Beach County, Discover The Palm Beaches (DTPB), has revealed a new campaign called “Love The Palm Beaches.” It aims to inspire residents to share their love for the area with their friends and family, thereby driving more visitors to the region. The “Love The Palm Beaches” campaign will rely on the participation of local community members to act as ambassadors for the destination. Residents who live, work, and play in the area will be encouraged to showcase destination attributes on social media and invite their close friends and family to visit.

According to research conducted by DTPB, visiting friends and family is one of the biggest motivators for travel to The Palm Beaches, accounting for 43% of the motivation across all target markets. This demographic makes up four out of every 10 travelers to the destination and significantly impacts the local economy. These visitors may stay with their friends and family or opt for local hotels or vacation rentals. They also have the opportunity to experience various activities such as beach and family activities, cultural attractions, shopping, restaurants, and more, all contributing to the overall tourism economy, resulting in a record-breaking $6.7 billion in visitor spending in 2022.

“Friends and family are the number one most trusted referral source for visitors,” Jorge Pesquera says, 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 provide various opportunities for the community to participate, including social media assets such as digital filters, graphics, and tangible postcards. The Palm Beaches has created a variety of AI filters, GIFs, stickers, and frames that residents can use to showcase their love for the city and make their posts more engaging. Users can search for “the palm beaches” or “love the palm beaches” on Instagram to access these features. DTPB will reward its newest brand ambassadors with weekly prizes, including Love The Palm Beaches t-shirts, caps, koozies, tote bags, and tickets for local attractions, among other things. Monthly grand prizes will include staycation packages that feature a hotel stay, tickets for local attractions and dining at area restaurants. To be eligible for these prizes, users must tag @PalmBeachesFL and use the hashtag #LOVEThePalmBeaches on Instagram and Facebook. The Love The Palm Beaches resident campaign began this past weekend during SunFest in downtown West Palm Beach.

Residents not well-versed in social media and wishing to participate in the contest may obtain digital postcards that can be posted on their channels or shared via email with their loved ones by accessing Thepalmbeaches.com/love. DTPB will also dispatch pre-paid postcards via direct mail to chosen Palm Beach County inhabitants, which they can utilize to extend a personal invitation to their family and friends. In addition, paid advertisements will be placed around the town to encourage residents to spread the love.

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Drew Limsky

Drew Limsky



Drew Limsky joined Lifestyle Media Group in August 2020 as Editor-in-Chief of South Florida Business & Wealth. His first issue of SFBW, October 2020, heralded a reimagined structure, with new content categories and a slew of fresh visual themes. “As sort of a cross between Forbes and Robb Report, with a dash of GQ and Vogue,” Limsky says, “SFBW reflects South Florida’s increasingly sophisticated and dynamic business and cultural landscape.”

Limsky, an avid traveler, swimmer and film buff who holds a law degree and Ph.D. from New York University, likes to say, “I’m a doctor, but I can’t operate—except on your brand.” He wrote his dissertation on the nonfiction work of Joan Didion. Prior to that, Limsky received his B.A. in English, summa cum laude, from Emory University and earned his M.A. in literature at American University in connection with a Masters Scholar Award fellowship.

Limsky came to SFBW at the apex of a storied career in journalism and publishing that includes six previous lead editorial roles, including for some of the world’s best-known brands. He served as global editor-in-chief of Lexus magazine, founding editor-in-chief of custom lifestyle magazines for Cadillac and Holland America Line, and was the founding editor-in-chief of Modern Luxury Interiors South Florida. He also was the executive editor for B2B magazines for Acura and Honda Financial Services, and he served as travel editor for Conde Nast. Magazines under Limsky’s editorship have garnered more than 75 industry awards.

He has also written for many of the country’s top newspapers and magazines, including The New York Times, Washington Post, Los Angeles Times, Miami Herald, Boston Globe, USA Today, Worth, Robb Report, Afar, Time Out New York, National Geographic Traveler, Men’s Journal, Ritz-Carlton, Elite Traveler, Florida Design, Metropolis and Architectural Digest Mexico. His other clients have included Four Seasons, Acqualina Resort & Residences, Yahoo!, American Airlines, Wynn, Douglas Elliman and Corcoran. As an adjunct assistant professor, Limsky has taught journalism, film and creative writing at the City University of New York, Pace University, American University and other colleges.