The Cultural Council of Palm Beach County was named one of the top tourism marketers in the Florida during a statewide industry convention held this week in Orlando.
The non-profit group, which is based in Lake Worth, won three coveted Flagler Awards at the 2016 Florida Governor’s Conference on Tourism, including the “Best in Show” honor for organizations with a marketing budget between $500,000 and $2 million.
The council won a silver award in tourism advocacy for its Cultural Concierge program, which the group launched last year to help tourists find local art exhibits, musical performances and other cultural outings.
The organization also took home a bronze award in niche marketing for its 2014-2015 fall/winter marketing campaign. The Andy Warhol-style campaign targeted arts lovers and cultural enthusiasts through print and digital advertisements.
In all, council officials said the campaign generated more than 36 million coveted “impressions” — a measurement tourism leaders and public relations professionals use to determine how many people an advertising campaign has reached.
Meanwhile, Discover The Palm Beaches, the county’s official tourism marketing organization, took home a silver award for its television advertisement urging families and other out-of-town travelers to “unplug and reconnect” by vacationing here.
“The team at Discover The Palm Beaches is honored to be recognized by VISIT FLORIDA with a Flagler Award for our ‘Unplug and Reconnect’ TV campaign, which successfully resonated with our key domestic markets,” said Rich Basen, Discover’s senior VP of marketing & leisure sales. “The concept depicted real-life scenarios that reflected the congestion of Atlanta, Miami and Orlando, but ended with a personal invitation to The Palm Beaches for the ultimate escape. Its strategic deployment contributed to the increase of brand awareness, which inevitably drove more tourism business to The Palm Beaches.”
Rena Blades, the cultural council’s executive director, heralded the group’s wins, saying they help showcase the importance of arts and cultural in the tourism industry.
“Florida is recognizing the important role the cultural sector plays in tourism in the state,” Blades said.
Cultural tourism is a big business. It is one of the fastest-growing sectors of the travel industry, and cultural tourists typically spend more and stay longer when visiting a destination.
Palm Beach County has been dubbed Florida’s “Cultural Capital.” There are more than 200 arts and cultural organizations providing more than 42,000 offerings each year.
The industry’s supports 11,000 jobs in Palm Beach County and has an economic impact $526 million, the council has said.