Reopening The Palm Beach Marina
Overview & Challenge
The only public marina on the island of Palm Beach, the Town of Palm Beach Marina has been providing berthing for power and sail yachts since the 1940s. The Marina is located steps from the island’s fashionable Worth Avenue shopping and dining district and offers access to the Town’s world-class recreational amenities.
When the Town of Palm Beach Marina underwent a 6-month long, $40M renovation, seeing the addition of a 250-foot Royal Palm Dock, a new floating dock system and a collection of technological upgrades, CIIC was selected as their PR partner to spearhead a public relations campaign in preparation for the relaunch of the Marina in the fall of 2021. CIIC was also tasked with introducing Palm Beach residents to the newly\-renovated landmark and target a national and international audience of yachting enthusiasts through a strategic media relations campaign.
With these goals in mind, CIIC developed a comprehensive visual identity and brand strategy, as well as a messaging, marketing and advertising plan, and event concepts, which formed the basis of an impactful new marketing campaign for the renovated Town Marina. Building on the tagline, “Anchored in the Heart of Palm Beach,” we worked on media relations outreach in preparation for the Marina’s highly-anticipated reopening. We developed both a pre-launch press release detailing the $40 million renovations prior to its official launch, and a press release highlighting the marina in the days leading up to its November 1 reopening. We also connected with some of the top publications in boating, travel, and luxury to coordinate one-on-one interviews with Marina Dockmaster, Mike Horn, and Palm Beach Assistant Town Manager, Carolyn Stone. To further highlight this exciting launch, we supported a ribbon-cutting ceremony, where town officials and local media unveiled the renovations.
Results
72+ Million Media Impressions
$124,000 Estimated Editorial Value
39+ Features
