Case Study

Canada Discovers The Palm Beaches



Historically known as an exclusive, luxury destination, The Palm Beaches have diversified their tourism product to appeal to a larger demographic. These offerings, however, have been generally overlooked by Canadian travelers.


DCI used earned media to broaden Canadian consumer perception of the destination beyond its affluent roots, by raising awareness of its wide-range of unique vacation experiences, and ultimately increase visitor arrivals.

I want to express my genuine thanks for all of the time, effort and hard work the collective DCI team has put forth supporting The Palm Beaches. Ashley Svarney, Senior Director, Public Relations & Social Media


  • Executed 16 media meetings with national broadcast and print media, as well as prevalent social influencers.
  • Secured 46 editorial visits generating signature placements with CHCH Morning Live, Globe & Mail, National Post, Toronto Star and WestJet Magazine.
  • This campaign yielded more than 39M impressions through 239 media placements.
  • The campaign has increased Canadian visitor arrivals by 3%.
39M Media Impressions
239 Media Placements
3% Increase in Visitation

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