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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