Friends trust friends.

As CD/Copywriter at &Barr, I oversaw all the creative work for Discover the Palm Beaches. I worked with an awesome team of ACD’s Mark Robertson and Mark Sunderland, supported by other junior creatives. Discover was grappling with a perception problem. Mainly that it was seen as a setting for the “well-off” few, not the “anyone at all” crowd. So we created a campaign that would challenge that, offering not only an accurate perspective, but the actual perspective of visitors themselves. We all know people trust referrals and reviews more than advertising. It was confirmed via research and this insight led to the creation of the “Friends Trust Friends. Not Ads.” campaign, which utilized user-generated content to promote The Palm Beaches. Visitor photos, as well as their handles, added authenticity and credibility to the campaign and destination itself. The campaign resulted in a 240% increase year over year!