Discover the Palm Beaches campaign introduces 'Friends Trust Friends' campaign

Posted at 12:46 PM, Mar 21, 2017
and last updated 2017-03-21 12:49:06-04

If you enjoy sharing beautiful images of The Palm Beaches on social media, that’s actually helping to inspire more visitors to come here.

Discover The Palm Beaches, the official tourism marketing corporation for Palm Beach County, has launched a new marketing push called “Friends Trust Friends” that uses real images captured by real people to tell the story of why people should visit the destination.

“Our friends are credible sources of information for us, so we trust them,” explained Rich Basen, senior vice president of marketing and leisure sales for Discover The Palm Beaches. “Our new campaign leverages user-generated content, word-of-mouth marketing and the power of social media.”

The new website,, and advertising initiatives are now featuring images captured through the lens of real people to entice more visitors. Discover The Palm Beaches is encouraging everyone to share their experiences using the official hashtag, #ThePalmBeaches.

Basen said, “The natural canvas of The Palm Beaches compels many of our visitors to share their experiences online with friends. When we see these guests having the time of their life, it’s the greatest endorsement we could hope for. Our goal in amplifying these experiences through an integrated marketing approach is to reinforce and establish trust in our brand promise: The Palm Beaches are the best way to experience Florida. We believe this will influence increased visitation to the destination.”

The new website also launched Florida’s first interactive “Selfie Trail,” with highly visual spots around the county as suggested hot spots to snap a selfie and share it on social media. The Selfie Trail can be found at

“There are so many picture-perfect moments here,” Basen continued. “This campaign helps us amplify the message to potential visitors by using real people as brand ambassadors.”

Discover The Palm Beaches encourages people to follow their accounts on social media @PalmBeachesFL.