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Chef Josh Thomsen, Eau Palm Beach Resort & Spa
Festival of the Arts BOCA, held in March, was an early beneficiary of the campaign. Social media lit up when digital ads featured an image of violin superstar Joshua Bell, one of the festival’s headliners, playing his Stradivarius while wearing the aqua sunglasses. “We had a significant increase in attendance this year,” says Joanne Polin of Polin Public Relations, which handles public relations and marketing for the festival. “It presented an opportunity for us to reach out to hundreds of thousands of people that we would normally never be able to reach.” During the spring and fall, campaigns in New York and Boston are targeted to reach potential visitors through digital platforms, which allow for a great deal of flexibility in terms of both the offers designed to entice cultural tourists and the data that can be collected. This summer, the campaign will target fellow Floridians, who might be tempted to hop in the car and drive to Palm Beach County for a weekend getaway packed with music, theater, comedy, dance, history and art.