Discover The Palm Beaches, the county’s official tourism marketing destination, organized the campaign along with state tourism leaders.
The effort includes advertisements at a major railway station in London, meetings with tour operators and travel agents, ads in the London Times and on Trip Advisor, and other grassroots-style marketing efforts.
As part of the campaign, Discover has partnered with a popular morning show in London to give away a trip to The Palm Beaches.
“This is very much a first time for us doing something like this in the UK market,” said Rich Basen, senior vice president of marketing and leisure sales at Discover The Palm Beaches. “It is a great way to introduce ourselves in the market.”
The UK is one of Palm Beach County’s top tourism markets. UK residents represent roughly 5 percent of the international tourists that visit here every year.