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WEST PALM BEACH, Fla. (January 9, 2016) – Discover The Palm Beaches (DTPB), the official tourism marketing corporation for Palm Beach County, has launched – Friends Trust Friends – a new marketing campaign that leverages user generated content, word-of-mouth marketing and the power of social media. Designed to celebrate the diversity of authentic, world-class experiences throughout America's First Resort Destination®, the campaign features compelling visuals and first-hand experiences captured from the lens of visitors and residents.

Nielsen studies have reported “recommendations from friends remains [the] most credible form of advertising among consumers.” According to an MMGY Global Portrait of American Travelers® study commissioned by Discover The Palm Beaches, it was revealed that travelers interested in visiting The Palm Beaches spend close to two hours a day on social media, and one-third of these individuals selected a vacation destination based on what they have seen on social media. Furthermore, 62% of people interested in visiting The Palm Beaches feel the destination they visit says a lot about who they are.

DTPB's Senior Vice President of Marketing and Leisure Sales Rich Basen responded to these findings by stating, “The natural canvas of The Palm Beaches compels many of our visitors to share their experiences online with friends. When we see these guests having the time of their life, it is the greatest endorsement we could hope for. Our goal in amplifying these experiences through an integrated marketing approach is to reinforce and establish trust in our brand promise: The Palm Beaches are the best way to experience Florida. We believe this will influence increased visitation to the destination.”

Discover The Palm Beaches encourages its residents and visitors to participate in “Friends Trust Friends” by sharing photos and videos of their favorite moments in The Palm Beaches on social media with the hashtag #ThePalmBeaches. To guide further discovery, the organization launched an interactive Selfie Trail on its website, which pin-points a starter list of popular attractions and hidden gems of where to capture the most buzz-worthy selfies. Throughout the campaign, inspiring content will be re-shared on DTPB's social channels, featured on ThePalmBeaches.com, and repurposed with permissions for the organization's advertising initiatives.

“The Palm Beaches offer an abundance of picture-perfect moments. It's such a naturally beautiful place, it's almost like living in a postcard,” said Jorge Pesquera, president and CEO of DTPB. “Our new marketing campaign, 'Friends Trust Friends,' will utilize these captured moments to showcase the variety of outdoor adventures, waterfront scenery, stunning architecture, historic sites, trending craft breweries, sporting events, culinary scenes and much more.”

Discover more information on The Palm Beaches and view the Friends Trust Friends campaign in action at www.ThePalmBeaches.com. Follow @PalmBeachesFL on Facebook, Instagram and Twitter.

About Discover The Palm Beaches
Discover The Palm Beaches, formerly the Palm Beach County Convention and Visitors Bureau, is the official tourism marketing corporation that promotes the collection of 39 cities and towns and 15 tourism districts spanning more than 2,200 square miles and 47 miles of pristine beaches from Boca Raton to Jupiter and Tequesta, commonly referred to as “The Palm Beaches.” Tourism is among Palm Beach County's major industries, generating $4.55 billion in direct visitor spending and supporting more than 60,000 jobs. Once recognized as a tropical escape for elite travelers in the late 1800s, America's First Resort Destination® is making its resurgence as The Best Way To Experience Florida®, welcoming a record-breaking 6.9 million people in 2015. The Palm Beaches are home to nearly 17,000 hotel rooms, ranging from historic resorts to boutique inns. The destination features more than 100 family-friendly attractions, world-class luxury and antique shopping experiences, 125 miles of peaceful waterways for on- or in-the-water activities, more than 150 artificial reefs that line the Atlantic Ocean's Gulf Stream current, 160 golf courses, award-winning restaurants, and a thriving entertainment scene boasting more than 200 art and culture organizations. For more information about The Palm Beaches, visit www.ThePalmBeaches.com and connect on social media via Facebook, Twitter and Instagram @PalmBeachesFL, YouTube at Discover The Palm Beaches and the hashtag, #ThePalmBeaches.

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MEDIA CONTACT:

Ashley Svarney, Director of Public Relations & Communications 

Discover The Palm Beaches

asvarney@thepalmbeaches.com

Office: 561-233-3030; Cell: 954-592-6683