Getting Crafty and Creative With Tourism Marketing

Discover The Palm Beaches (DTPB) contracted Green Group Studio (via Miles Partnership) to work on several projects ranging from ads and billboards to marketing plans and visitors guides.

One of the first initiatives they asked us to design was The Ale Trail of the Palm Beaches. GGS was tasked with creating an attractive marketing piece that showcased the breweries in Palm Beach County (in directory and map form). The goal was to promote travel and tourism throughout the county. This piece also provided information about craft beer events and the individual breweries found in cities from Jupiter to Boca.

The logo design was the first task of this project, where we created multiple concepts and landed on the winner, a seal-type logo featuring beers of varying types – perfect for coasters!  There is also a hint of the DTPB’s palm leaves from their logo, to tie in the marketing initiative.

Once the initial style was established, GGS expanded on it by adding a rustic, yet modern look to the rest of the brochure. Local photography was provided by DTPB. Get yours at a DTPB Visitors Center near you! Or download a PDF HERE.

Tourism is among Palm Beach County’s major industries, tourism alone generates an annual economic impact of approximately $7 billion in the local economy, produces $42 million in bed-tax revenue and lodging sales of approximately $623 million and supports more than 66,000 jobs. Discover The Palm Beaches (DTPB) serves as Palm Beach County’s travel planning resource for domestic and international visitors, and we are proud to be working with them in collaboration with Miles Partnership.

DTPB also asked us to create a series of billboards for their summer campaign which focused around Staycations in various parts of Florida. The original billboard we were given for reference needed some design adjustments due to the fact that it was difficult to read. Keeping their brand look and feel, we improved upon the original and created new billboards for other target municipalities. The end result—clean designs with equally clean headlines, call to actions, and logo placement.

Since designing digital signage is a bit different than large-scale printed signage, we had to make minor adjustments to the design. With this alternative treatment, these digital billboards can shine their clean and clear messaging for all to see.

We were also tasked with creating a series of video intros, DTPB enlisted the help of influencers and followed their journey around the best spots that The Palm Beaches have to offer.

A series of signage was also designed to support the presence of DTPB’s team at trade show events.

Our design team was also tasked with creating supporting icons for use on social media and throughout various marketing collateral.

DTPB needed to rethink its Destination Marketing Plan for the coming year. They tasked us to tackle the 84-page booklet. GGS happily excepted the challenge. We made every spread interesting by adding beautiful Florida images and colorful custom graphs throughout the booklet while keeping a theme that aligned with the DTPB brand.