Discover The Palm Beaches (DTPB) has unveiled the return of its well-received “Love The Palm Beaches” summer campaign. This resident-driven initiative, which debuted in 2023, aims to leverage local community members’ influence and inspire residents who live, work, and play in the area to act as ambassadors for The Palm Beaches. The campaign urges residents to highlight the area’s appealing features on social media and invite close friends and family to visit the destination.
The campaign’s goal is to increase the number of visitors to the area during the summer months and encourage residents to appreciate and advocate for the tourism offerings in their communities. Each visit to The Palm Beaches contributes to the success of local restaurants, shops, museums, attractions, and more, ultimately reinforcing the area’s reputation as a premier living, working, and leisure location.
“The ‘Love The Palm Beaches’ campaign engages our residents and community members in an interactive way to invite their friends and family to visit,” says Milton Segarra, president and CEO of DTPB, the tourism marketing organization for Palm Beach County. “Our residents are often our best sales tool. They typically live here for the same reasons people vacation here, so they are the perfect ones to promote our destination and invite potential visitors. We brought this particular campaign back because 91% of people exposed to it last year invited a friend or family member to visit them.”
Last year’s campaign yielded some compelling metrics. 59% of individuals who were exposed to the campaign invited at least three friends and family members to visit, while 49% opted for a staycation in The Palm Beaches. Additionally, 38% of exposed visitors invited three to five friends or family members to visit. Notably, 7% of participants invited 10 or more friends or family members, with 51% choosing to stay in hotels, thereby contributing to a direct positive impact on tourism bed taxes.
To encourage South Florida residents to act as advocates for the brand, DTPB will give away monthly prizes from May to September to participants in the campaign. To be eligible for the prizes, residents must follow @PalmBeachesFL, share their favorite photos or videos of Palm Beach County, and use the hashtag #LOVEThePalmBeaches on Instagram and Facebook. The monthly grand prizes will include staycation packages with a hotel stay, tickets to local attractions and dining at restaurants. Additionally, DTPB has Palm Beaches-themed stickers to help residents express affection and make their posts more enjoyable. These stickers can be found by searching “The Palm Beaches” or “Love The Palm Beaches” on Instagram.
The “Love The Palm Beaches” resident campaign kicked off at this year’s SunFest in downtown West Palm Beach, and it will run throughout the summer until Sept. 13. Over 1,600 people participated in the launch weekend, sharing their affection for The Palm Beaches at the event.
Residents who would like to participate in the contest without posting on social media can still enter to win the monthly prizes by visiting www.thepalmbeaches.com/love.
