Promotional Campaign for Discover The Palm Beaches

The "Friends Trust Friends. Not Ads." campaign drove a 23% year-over-year increase in arrivals to The Palm Beaches.


While Palm Beach, West Palm Beach and Boca Raton are well-known as an enclave for the wealthy, Palm Beach County in its entirety is not as well-known. The destination is home to a wide variety of experiences that offer “The Best Way to Experience Florida” and we needed to showcase that.



We needed to promote awareness of the destination in a way that would appeal to multiple target segments, particularly millennials. From our research, we learned that people -- particularly Millennials -- trust referrals and reviews more than advertising. From there, our Friends Trust Friends. Not Ads. campaign was born.


Friends Trust Friends. Not Ads. utilized user-generated content to promote the destination. By partnering with CrowdRiff, we gained access to exclusive user-generated content we could feature in our creative. These images, along with the users’ handles, added to the authenticity of the messaging while also showcasing the variety of things to see and do in The Palm Beaches.

Our fully integrated campaign included:

  • Creative across all mediums
  • Branded content
  • Facebook lead ads that generated interest while building an email database
  • Co-op opportunities to destination partners with digital display, Facebook, OOH and broadcast


  • 7.9% YOY increase in domestic visitation
  • 205 million paid media impressions, a 240% increase YOY
  • 29% YOY increase in visitation to the website
  • 23% YOY increase in arrivals to the destination
  • Each digital impression was 66% more effective at driving a visit to the destination

&Barr’s creative vision helped us tap into social sharing in a unique and interesting way. Sharing real visitors’ stories through a comprehensive digital and offline media plan, we were able to drive more winter visitation than ever before.

Rich Basen - Senior Vice President, Marketing & Leisure Sales

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