Business Development Board of Palm Beach County
Shine Campaign
Company:
The Business Development Board of Palm Beach County (BDB) is the official public/private economic development organization for Palm Beach County and the Palm Beach County partner of Enterprise Florida. Founded in 1982, its primary purpose is to attract and retain a spectrum of new industries, business investment, high-quality jobs, and workforce through corporate relocations, expansions, and international trade – stimulating economic energy, promoting business diversity, and enriching the county’s vitality.
Objective:
The BDB identified a need to address the corporate CEO who spends the social season visiting a second home in the Palm Beaches, yet never considered the advantages of relocating a headquarters or opening a division in Florida. It required a targeted creative investment to reach an extremely high-net-worth audience in a one-to-one initiative with its own brand.
Services:
The multi-media campaign began with a highly stylized collateral brochure presentation requiring a photo shoot, its own destination microsite, 15-second TV spots that played at the famed Winter Equestrian Festival in Wellington, print ads and Duratrans at Palm Beach International Airport, and phased print collateral, including teaser mail campaigns, private event invitations, and other enticements. This campaign won multiple awards from the Florida Economic Development Council and its national counterpart.