Discover The Palm Beaches BRAND VOICE€¦ · Avenue in Palm Beach, or grab a gourmet handheld at ROK BRGR, a Prohibition- inspired gastropub in Delray Beach. Choose from celebrity

BRAND VOICEDiscover The Palm Beaches

GUIDELINES & EXAMPLES

• Methodology

• Brand Voice

• Brand Tone

• Brand Photography Guidelines

• Content Creation Examples

• Brand Voice Across Channels

inside

methodology

methodologyEXISTING FRAMEWORK

Reviewed:

Current creative brief and existing brand guidelines

Current assets Past creative executions

Destination Marketing Plan 2018

EXISTING FRAMEWORK

methodology Brand Promise:

The Palm Beaches are the best way to experience Florida, where genuine hospitality is a way of life and breathtaking beauty occurs naturally. It is the place to enjoy the time of your life.

Brand Voice/Personality:

Tropical, Natural, Warm, Friendly, Sophisticated, Hip

Call to Action:

Discover the diversity of all there is to see and do in The Palm Beaches. See for yourself at thepalmbeaches.com.

Brand Character:

EXISTING FRAMEWORK

methodology

Discovery Meeting with DTPB team

• Conducted mini brand exercise

• Personality Traits, Car, Celebrity

• Co-Brand Crush: Lilly Pulitzer

EXISTING FRAMEWORK

methodology

CO-BRAND CRUSH: LILLY PULITZER

Similar brand traits as The Palm Beaches

• Vibrant, tropical, bright

• Multi-generational appeal

• Equally at home in beachwear and black tie

• Recognizable and reputable brands

• When you buy Lilly, you buy a lifestyle

• When you visit The Palm Beaches, you immerse yourself in a lifestyle

methodology

BRAND VOICE

BRAND VOICE

Create an over-arching framework for Discover

The Palm Beaches’ communication efforts on its

website, email marketing and social media channels

that exemplifies the personality and values

of the destination.

KEY ATTRIBUTES

KEY ATTRIBUTES EMERGING THEMES

Approachable luxury

• Aspirational

• Vibrant

• Tropical

• Bright

• Friendly

• Playful

• Fun

• Iconic

BRAND VOICE

PERSONALITY VALUES

Aspirational

Vibrant

Tropical

Bright

Friendly

Playful

Fun

Iconic

Best in Class

Diversity

Warm

Welcoming

Inclusive

Family Friendly

Young at Heart

Quality

DTPB Communications

Inspiring imagery

Multiple content voices

Branded fonts and colors

Effortless user experience

Content for all audiences

Images showcasing all ages

Varied content formats

Valuable content

TACTICS

BRAND VOICE

Like the destination itself, the voice is warm, friendly and relaxed.

Equally at home on the beach or at a black-tie event. It is knowledgeable

and authoritative, but not elitist. Sophisticated, not snobby. It has a

refreshing sense of humor that is fun and upbeat, never snarky or

sarcastic. It speaks with real personality and is not overly polished.

While it doesn’t shy away from its iconic status as a luxury resort

destination, it focuses on being inclusive rather than exclusive.

Approachable rather than pretentious.

Brand voice DISCOVER THE PALM BEACHES

At a glance, The Palm Beaches’ Brand Voice is…

• Fresh, playful, classy but cool

• Fashionable, not old-fashioned

• Lively, not lethargic

• Sunny and bright, not overly saccharine

• Confident without being a braggart

Brand voice

This means we communicate in a way that positions DTPB as:

Knowledgeable, not a know-it-all: We want to be good experts, not the kind of experts who talk over people’s heads.

Inclusive, not generic:We want everyone to feel welcome here, but we don’t want to water ourselves down to the point of meaninglessness.

Experienced, not too old to have a good time: We give good advice because we’ve done the things we talk about, but just because we’ve been around for a while doesn’t mean we’re outdated.

HOW WE COMMUNICATE

BRAND tone

BRAND tone

Welcoming, upbeat, helpful, positive

and trustworthy—like an outgoing local friend who is

always ready to offer recommendations based on

personal experience and insight.

Brand tone DISCOVER THE PALM BEACHES

Voice = Personality

Tone = Mood/Attitude

While the voice of Discover The Palm Beaches should remain consistent — warm, friendly and conversational in nature — tone may change with the type of content.

Brand tone DISCOVER THE PALM BEACHES

For example:

The tone of a story relates the mood of the piece.

An informational piece about traffic patterns during

presidential visits will have a different tone than a

story on top spa treatments or a blog post on kid-

friendly restaurants.

BRAND photography

BRAND photography

Warm

Tropical

Vibrant

Authentic

Upbeat Attitude

Fresh

guidelines

On our owned channels we’ll use a smart mix of high-quality branded imagery and user-generated photography

Brand PHOTOGRAPHY

guidelines

When selecting branded hero images:

• Photography should look consistent and portray quality

• Choose photos that have some intrigue to encourage deeper exploration

• Capture real moments, conveying the brand without looking overly staged

• Show the audiences you’re trying to reach

photography sample PHOTOGRAPHY style


photography Sample photography style


Content creation guidelines

Content creation

Focus on emotions, not things

Have a perspective

Speak to the reader and say it with feeling

Show, don’t tell

Know your audience

Select the right format

guidelines

guidelines

Content creation

DISCOVER THE PALM BEACHES

Here are a few things to keep in mind when creating content:

• Focus on emotion, not things: Content should express the value and quality of the destination and cater to travelers' desire for rich, authentic experiences that create lasting memories.

• Have a perspective: It’s not all about the facts; travel is personal. Know the place you’re describing, then blend in personality and fresh perspective. Readers should envision themselves as part of the story.

guidelines

Content creation


• Speak to the reader and say it with feeling:Write like you speak, and speak directly to the reader with personal pronouns like “you.” Like one traveler talking to another, you want to sound as though you’re telling a good friend about your personal experiences in The Palm Beaches, exactly as you felt it.

• Show, don’t tell: Be illustrative. Paint a picture of the destination and the experience. Focus on specific examples and rather than broad generalizations.

guidelines

Content creation


• Know your audience: Don’t be everything to everyone – write for your audience (leisure, business, international, etc).

• Select the right format: Think about the best way to relay the information. Is it a feature article? A list? A slideshow of immersive photos? A video from a local expert?

Finally, have fun with the content – we want to disabuse any misperceptions or preconceived notions of our destination being old or outdated. We’re a classic destination, with a cool factor.

guidelines

Content creation


Content should:

• Express DTPB’s passion for the county and manifest the organization’s expertise and trustworthiness

• Inspire the audience’s desire to explore The Palm Beaches

• Facilitate discovery of new experiences

• Enrich the audience’s experience in The Palm Beaches by solving problems, answering questions, dispelling mysteries or saving them time/money

• Exist purposefully within the arc of audience engagement from pre-booking inspirational through post-travel brand reinforcement

guidelines

Content creation


Content should NOT:

• Be generic

• Whenever possible, use specifics rather than broad, sweeping statements

• Be unnecessarily complicated

• Keep things simple whenever possible

• Overdo it with fluffy descriptions or exclamation points

• Rely on unnecessary use of slang, idiomsand colloquialisms

• This can hinder comprehension by international audiences

guidelines

Content creation

ADDITIONAL CONSIDERATIONS

Don’t try to be all things to all people in every piece of content

As we try to reach more Millennial audiences, we need to choose topics that reinforce our voice and speak to their travel motivations.

• So for example, instead of an article highlighting luxury malls, we may want to focus on up-and-coming local designers

• We also need to show our target audiences in the imagery we use so they can literally picture themselves in The Palm Beaches

These considerations will inform our ongoing content strategy and featured topics in DTPB’s Content Calendar

guidelines

Content creation


Words we love:

• Tropical

• Welcoming

• Relaxing

• Playful

• Friendly

*This does not mean we want to use these words in every communication, but these are the types of feelings we want our content to express.

• Diverse

• Vibrant

• Natural

• Warm

guidelines

Content creation


Words to avoid:

• Exclusive

• Expensive

• Unique

• Use this word sparingly

• Authentic

• Don’t say it, show it through your content

Content examples

BRAND VOICE

Like the destination itself, the voice is warm, friendly and relaxed.

Equally at home on the beach or at a black-tie event. It is knowledgeable

and authoritative, but not elitist. Sophisticated, not snobby. It has a

refreshing sense of humor that is fun and upbeat, never snarky or

sarcastic. It speaks with real personality and is not overly polished.

While it doesn’t shy away from its iconic status as a luxury resort

destination, it focuses on being inclusive rather than exclusive.

Approachable rather than pretentious.

Content examples

ThePalmBeaches.com/food-drink

CURRENT:

The dining scene in The Palm Beaches is savory and delicious.

Try chic favorites and unique hideaways. The most enticing restaurants in Florida are here. Go for restaurants on the beach, downtown West Palm Beach, Atlantic Avenue in Delray Beach, or elegant Worth Avenue in Palm Beach. You wouldn’t go hungry . . . like ever. Select your menu or cocktail for the night and indulge.

Content examples

ThePalmBeaches.com/food-drink

SUGGESTED NEW:

Looking for the best restaurants in South Florida? Make a reservation in The Palm Beaches.

Dining in The Palm Beaches makes every meal a special occasion: Arrive by boat or by car at Guanabanas in Jupiter to savor fresh seafood beneath a thatched tiki hut surrounded by palm trees. (Meals are served with live music and killer views of the Intracoastal.) Sip a Bloody Mary over brunch and scan the crowd for celebrities in speakeasy-style surrounds at Ta-boo on Worth Avenue in Palm Beach, or grab a gourmet handheld at ROK BRGR, a Prohibition-inspired gastropub in Delray Beach.

Choose from celebrity chef restaurants such as Café Boulud in Palm Beach, or join the locals as they celebrate the culinary stylings of local chefs, such as shareable small plates from Chef Julien Gremaud at his always-packed Avocado Grill in West Palm Beach, or the inventive daily specials at Chef Tim Lipman’s tiny-but-mighty Coolinary Café in Palm Beach Gardens.

Hungry? Here’s where to eat in The Palm Beaches.

Content examples

BRAND VOICE IN ACTION

Note:

Even as we create or update content to align with your brand voice, we need to ensure we also stay aligned with SEO best practices. So when creating content for your website, make sure to include important keywords for improved organic reach.

Content examples

ThePalmBeaches.com/beaches

CURRENT:

Now this is a bigtime number . . . 47 miles of beaches . . . and those are of the most pristine beaches in Florida.

Yep, that’s right – The Palm Beaches are home to all that Atlantic Ocean coastline. There’s always a beach to suit your needs. Try a remote, secluded beach or one in Palm Beach just steps away from Worth Avenue, or visit John D MacArthur Beach State Park where the beauty is stunning. Of course, a beachfront hotel is a terrific idea as well. Find your sand.

Content examples

ThePalmBeaches.com/beaches

SUGGESTED NEW:

We don’t want to brag, but The Palm Beaches has the best beaches in Florida. (After all, “Beaches” is in our name.) Nearly 30 beach parks stretch across 47 miles along the Atlantic Ocean, from Jupiter to Boca Raton — and we have a beach to fit your every mood.

Looking for seclusion? Relax on the remote, dog-friendly beaches of Ocean Cay Park in Jupiter or amongst the elevated, park-like Atlantic Dunes Park in Delray Beach. Those looking for entertainment can stroll the promenade at Singer Island Municipal Beach or stand on the famous pier at Lake Worth Municipal Beach. Active pursuits include spotting manatees at Loggerhead Park in Juno Beach or strolling the two-mile stretch of pristine beach at John D. MacArthur Beach State Park in North Palm Beach. When you’re ready to get in the water, favorite snorkeling spots in The Palm Beaches include Coral Cove Park in Tequesta and the Underwater Snorkel Trail at Phil Foster Park in Riviera Beach, where you’re likely to spot stingrays, eels and giant starfish.

Explore all of our sandy shores and find your perfect beach.

Content examples

ThePalmBeaches.com/explore-cities/boynton-beach

CURRENT:

With the Gulf Stream just off shore from Oceanfront Park, warm, relaxing sea breezes are almost a guarantee. Those tranquil winds infuse with Boynton Beach’s “Old Florida” charm, tremendous retail, and the serene Florida Everglades to produce a great many things to do.

Ocean Avenue is just west from the beach. Here, cozy restaurants and boutiques welcome everyone to fun off the beaten path. Every October, this avenue becomes scary good for the Haunted Pirate Fest and Mermaid Splash. And speaking of jolly buccaneers, there might be a few hanging around at the city’s Harbor Marina, where scenic dockside restaurants are the place for tropical libations. Outside of downtown, find superb retail shopping. Along the Congress Avenue corridor are the Boynton Beach Mall, Renaissance Place, and smaller centers with big brand names and local stores.

Then you come to the Everglades. The Arthur R. Marshall Loxahatchee Wildlife Refuge protects a massive piece of this one-of-a-kind terrain. From here, embark on boardwalks, hiking trails and ranger-led tours.

Content examples

ThePalmBeaches.com/explore-cities/boynton-beach

SUGGESTED NEW:

Experience Old Florida charm in Boynton Beach, where cozy restaurants and boutiques line walkable Ocean Avenue and canopy-covered walkways lead to warm sea breezes and a wide stretch of sand at Oceanfront Park. (Don’t miss the giant blue sea turtle sculpture and life-size chess board near the concession stand.)

Each October, Ocean Avenue transforms for the Haunted Pirate Fest and Mermaid Splash. (Speaking of jolly buccaneers, there may be a few hanging around the city’s Harbor Marina, where scenic dockside restaurants serve up frosty tropical libations.) Outside of downtown, retail therapy awaits along the Congress Avenue corridor with the Boynton Beach Mall, Renaissance Place and smaller shopping centers mixing big brands with local stores.

For more natural pursuits, head to the Everglades and the Arthur R. Marshall Loxahatchee Wildlife Refuge. Paddle through sawgrass marsh and spot birds, gators and other wildlife. On land, ranger-led tours and hiking trails traverse one-of-a-kind terrain.

Brand voice across channels



Website and Email

Your brand voice is your distinct personality as a destination and how you differentiate yourself from other brands.

As your primary owned marketing channels, ThePalmBeaches.com and your email marketing program should most closely reflect your established brand voice and content guidelines.

By aligning your core channels with your brand voice, you create a cohesive content experience for potential travelers, communicate the value proposition of the destination and build the brand.


Blog

By its storytelling nature, your blog content offers more freedom stylistically — but does not mean these brand voice and content guidelines don’t apply. Blog contributors should use their best judgement when creating new content.

Preference is still for use of second- and third-person, however, some first-person can be injected where appropriate, to emphasize the personal quality of the storytelling.



Social Media

Stay aligned with the brand voice and content guidelines outlined here, but remain flexible and adaptable to keep your community engaged.

Unlike other marketing channels, social media is about an ongoing dialogue, not a one-way conversation. It’s most important to listen to your audience, and let their needs inform your interactions.

Be transparent and earn trust by being open, honest, authentic and informed.


THANK YOU

Documents

Discover The Palm Beaches BRAND VOICE€¦ · Avenue in Palm Beach, or grab a gourmet handheld at ROK BRGR, a Prohibition- inspired gastropub in Delray Beach. Choose from celebrity