Tourism Opps: Discover The Palm Beaches promotes CMO to CEO (Score 36)

Sales lead: Keep an eye on this organization so that you are prepared to reach out as soon as it hires a new CMO. 

• Discover The Palm Beaches (DTPB) named Milton Segarra president & CEO, effective October 1st, 2023. 
• Segarra joined the organization as CMO in August 2022.
• We will be sure to let you know as soon as DTPB hires a new CMO. 

Target demographic: Gen-X tourists

Once it hires a new CMO, the organization will likely:

• Shift ad dollars around
• Try new marketing channels
• Review the agency roster

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: DTPB spent nearly $128.3k on national TV ads YTD, a significant increase from $13.3k spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend fell from $129.2k in 2021 to $39k in 2022. 
• Ad programming: It placed ads during programming such as Today 1, Today With Hoda & Jenna, 1st Look, Center Court Live, and Dateline. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: DTPB spent about $618.2k on digital display ads YTD, just 52% of the $1.2m spent in this channel during the same time period of 2022. 
• YTD data: 83.6m impressions via Facebook (49%), Instagram (25%), desktop display (16%), desktop video (4%), mobile display (3%), and YouTube (2%). 
• 2021-2022 spend: Full-year spend equaled $1.6m in 2021 and $1.5m in 2022. 
• Ad location: It placed 97% of these ads directly onto sites such as facebook.com, instagram.com, espn.com, edmunds.com, and twitch.tv. It placed 3% of these ads through multiple indirect channels onto sites such as yahoo.com, edmunds.com, tripadvisor.com, southernliving.com, and geoguessr.com. 

Agency analysis:

• Opportunity: These accounts will become vulnerable once DTPB hires a new CMO. 
• Current roster:
  • &Barr: creative & media AOR
  • The Zimmerman Agency: PR
  • In-house: media

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics.