Discover The Palm Beaches – Chicago
Discover The Palm Beaches, Palm Beach County’s newly minted brand, was looking for a powerful campaign launch in Chicago. It’s a lucrative market, but also one where media costs are prohibitive, and during the wintertime, the competition from at least a dozen other sunny destinations is fierce. When we kicked off the project, we recognized that blanketing the entire city of Chicago with advertising was a daunting and expensive proposition. So instead, Levatas launched an efficient play that massed advertising activity in specific Chicago zip codes where our traveler worked and lived. Activation was focused along Chicago’s Brown Line “L” trains and the neighborhoods nearby. Through their partnership with Visit Florida, DTPB was able to share the costs on a variety of vehicles within the focused geography.