Page 10 - AnnualReport-20162017-V8
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LIVE IT UP          POSITION MARKETING

                    Create a positive image that showcases the Downtown’s unique assets.

Created an innovative marketing campaign to showcase the authenticity and uniqueness of Downtown Delray Beach, and drive
economic vitality with a year–round, multi–channel marketing, event and advertising plan.

Website                                                             Advertising

DowntownDelrayBeach.com is the website to visit for “All            Produced 12 months of paid advertising to ensure Downtown
Things Downtown.” Produced and executed by the DDA, the             Delray Beach is “top of mind” for travelers and residents.
site saw new gains this year in all statistics.                     •	 Local, regional, and national advertising in 10

NEW VISITORS          PAGE VIEWS             DEMOGRAPHICS               publications. Purchases included:
                                                                        –– Palm Beach Post – Destination Delray
 72%                988,941                  63% MALE                   –– Discover the Palm Beaches 2017 Visitors Guide:

                                           Leading Age Groups:              100,000 print copies plus digital
                                                                        –– Visit Florida Magazine – 2017 Annual: 100,000
                                           25-34 & 55-64
                                                                            copies
 TOP VISITED PAGES      TOP REFERRAL SITE         ACQUISITION           –– Horizon Travel Magazine February and March
                                                   OVERVIEW
Events, Dining,             78%                                             2017: partnered with The Seagate Hotel & Spa,
   Shopping         Facebook Mobile               Top Channel:              insert in Toronto Star 100,000 copies, plus 10,000
                                                                            commercials on digital signage in The Path train station
                                           Organic Search                   in February 2017
                                           46% of all new visitors  •	 Digital Signage Advertising: Featured Downtown Delray
                                                                        Beach – Shopping, Dining, Entertainment; Delray Beach
Videos                                                                  Fashion Week, First Friday Art Walk, and Dine Out
                                                                        Downtown Delray Restaurant Week.
Video remained an integral element of the DDA marketing                 –– Fort Lauderdale/Hollywood International Airport: 10
initiatives. Production included:                                           screens in baggage claim
•	 “Downtown Delray Beach”                                              –– Palm Beach International Airport: 8 screens in baggage
•	 Arts & Cultural commercial                                               claim
•	 The Holidays in Downtown Delray Beach
•	 Delray Beach Fashion Week 2017                                   DIGITAL SIGNAGE
•	 Savor the Avenue 2017
•	 Inside Downtown Delray Beach: Fashion Designer                          FT. LAUDERDALE              PALM BEACH
•	 Inside Downtown Delray Video Series: Beauty & Wellness
                                                                         8,640 VISUALS DAILY       3,840 VISUALS DAILY
Business Profiles                                                   1,440 VISUALS PER DAY PER  480 VISUALS PER DAY PER
A program sponsored by the DDA in partnership with VUP Media
which provides merchants and businesses with the opportunity           SCREEN X 6 SCREENS        SCREEN X 8 SCREENS
to create a two-minute HD video to be used for promotional                 259,200 Monthly          115,200 MONTHLY
purposes.
                                                                          3,110,400 Annually      1,382,400 ANNUALLY

Guide to Downtown Delray Beach                                      Public Relations

The 2017 edition included an overview of Downtown, fold-            •	 Developed a communication strategy to inform, educate and
out map, and listings for all things “Downtown Delray Beach.”            engage the media, Downtown businesses, and residents.
40,000 copies of the of the 28-page directory were distributed
to five Florida Welcome Centers, throughout the City of Delray      •	 Increased media exposure through creation and distribution
Beach and Palm Beach County.                                             of 31 press releases, received more than 254 PR placements,
                                                                         participated in 18 media interviews, hosted 26 media and
                                                                         8 photographers on-site during DDA Marketing Programs.

63,542                      30–45           233,878                     304,000

  FANS                     UNIQUE POSTS    VIDEO VIEWS              PAGE IMPRESSIONS

 +7%                4M+ IMPRESSIONS                                      +91%

                          ANNUAL REACH

10 Annual Report | 2016–2017
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