&Barr’s campaign drove a 23% year-over-year increase
in arrivals to The Palm Beaches.
How It Mattered
Palm Beach County was grappling with a perception problem. Mainly that it was seen as a setting for the “well-off” few, not the “anyone at all” crowd. &Barr created a campaign that would challenge that, offering not only an accurate perspective, but the actual perspective of visitors themselves.
From our research, we learned that people trusted referrals and reviews more than destination-generated messaging. This led to the creation of the “Friends Trust Friends. Not Ads.” campaign, which utilized user-generated content to promote The Palm Beaches. Visitor photos, as well as their handles, added authenticity and credibility to the campaign and destination itself.
While intended to be a short-term campaign, the campaign’s overwhelming success led to it being extended by Discover The Palm Beaches.
Each digital impression was 66% more effective at driving destination visits.
205M+
Impressions
+7.9%
Domestic Visitation YOY
+29%
Website Traffic YOY
+23%
Arrivals to the Destination YOY