Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?The Palm Beaches are a leading destination in terms of sustainability. Throughout its 39 cities and towns, the destination offers a wide variety of options for groups to be a part of those conservation efforts and to gather in environmentally conscious spaces. Sustainability is vital to creating successful meetings. In The Palm Beaches, we have an abundance of ways to positively impact the environment and community to leave teams inspired, between-the-sessions. From walkable downtowns and eco-friendly public transportation to restaurants and venues that source local food & beverage, and organizations that work tirelessly to conserve and protect the natural beauty and environment, attendees will experience the commitment of the community to leave each meeting better than the last. It was important for us to raise awareness of the sustainability assets in The Palm Beaches, and how they can be leveraged within meetings. To effectively communicate these vital messages to meeting planners and efficiently share the wide assortment of sustainability initiatives throughout the destination, we leveraged advertising assets from available with PCMA, the Professional Convention Management Association. PCMA is a key industry partner in the Meetings & Convention industry, with over 78% of their members identifying as decision makers, and 68% of members having over a decade of experience in the industry. PCMA’s “People + Planet” Infographic Print placement was purchased as a vital part of our media plan. This placement was chosen to reach a wide range of our target audience, be distributed in print & digital magazines, and able to be repurposed in other channels, such as LinkedIn, blogs and as printed collateral at events.

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency) The Palm Beaches developed the content in partnership with PCMA for a custom designed infographic that ran in the December 2021 issue of Convene. Utilizing the sustainable efforts of community partners throughout The Palm Beaches, the infographic highlighted meaningful tactics that meeting planners can use throughout their events in order to make for a more sustainable meeting. Using the data that The Palm Beaches provided, PCMA commissioned a custom illustration to tell the story of eco-friendly practices that The Palm Beaches implement throughout their tourism efforts. The printed magazine has a circulation of 36,000, with an additional digital distribution of approximately 23,000 recipients. There was also a bonus distribution of this print magazine edition at PCMA Convening Leaders 2021, with a targeted and engaged audience of over 1,000 attendees. Moreover, this piece has been able to be adapted into print collateral for events, destination reviews, site visits and targeted distribution to customers and our database of meeting planners. The goals of having a clear, concise and engaging piece to help tell the story of sustainability in The Palm Beaches was more than achieved with this advertising placement.

Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?The “Planet + People” infographic placement cost $12,000, and has had a significant return on investment in terms of having a very effective and engaging collateral piece to use for that particular advertising placement, as well as in other channels and communications.

Objective(s): What problems did the sales, marketing & guest satisfaction, or revenue optimization technology aim to solve?

Innovative use of technology: The extent to which new directions are charted or old challenges are resolved by using the technology in a new way.

Implementation & creativity: How was the technology implemented so that it was easy to use, solved a manpower problem, streamlined a function, or fueled recovery?

Results & Evaluation: How did the technology move the department or business forward to achieve goals, revenue or otherwise?

Goal: How did you demonstrate that you are committed to advancing diversity in your organization through your marketing?

Initiatives: Describe the promotion. What was your organization’s message and how does it foster diversity? How was the target audience channel developed/pursued?

Results: Please describe how your organization was purposeful in advancing diversity through this initiative. Please describe the metrics you used to judge success. What were the forecasted and actual outcomes described in your Key Performance Indicators (KPI)? What impact did the initiative have on your organization and for your customers?

Entry TitleDiscover The Palm Beaches “Planet + People” Infographic with PCMA

DivisionAdvertising - Consumer/Group Sales/Travel Trade

CategoryAdvertising