Adventures await for those in the know, so have you heard? This month, we are launching our new marketing campaign, “If You Know, You Know (#IYKYK),” inspired by the popular catchphrase and Palm Beach’s iconic “quiet luxury”. The new initiative is all about celebrating the insider knowledge that makes the Town so special, including our state-of-the-art, ever-popular Marina. Join us for a behind-the-scenes look at the photo and video shoot, and find yourself a part of the excitement.
The Concept
If you know you know revolves around the unspoken, nuanced understanding of sophisticated Palm Beach – a world-renowned oceanfront community with a rich history. Whether it’s your special eatery, your favorite beach spot to watch the sunrise, and of course, our very special Marina, #IYKYK is about cherishing those subtle things that make life a little bit more chic and pleasurable.
A New Chapter
Our previous campaign “Anchored in the Heart of Palm Beach" launched in 2021, during our $40 million renovation – and there was no physical Marina to showcase. Now, with a fully built and functioning Marina, we are thrilled to present the world with a new chapter. Both campaigns perfectly complement our tagline, The Only Superyacht Marina in the Town of Palm Beach.
The Faces of the Campaign
The campaign models, Michael Justin (and his full head of fashionable all-white hair) and Beri Smither (with her captivating “former International Cover Girl” smile), perfectly embodied the island’s essential elegance and grace. They were clothed in classic Palm Beach attire, including powerful prints, oversized designer sunglasses and on-trend resort-wear, put together by Carrie Bradshaw’s stylist Danny Santiago. And just like that…the #IYKYK vision was brought to life.
Behind the Scenes
Snap, pose, repeat – Jacober Creative, our agency of record, captured each moment. From the concrete floating docks of the Marina, to setting sail on a yacht, playfully named Stoaked, our facility was being showcased. And from the iconic Italian restaurant Renato's and Worth Avenue, the Town’s signature shopping district, and back to the Marina again to photograph the tranquil Lake Drive Park, each frame spoke volumes about Palm Beach's effortless allure.
As the sun lowered in the sky (and sunburns were kicking in), it was a wrap. After months of hard work and planning, we were proud to have created the foundation for an impactful new campaign for the Town of Palm Beach Marina. Stay tuned for more amazing photos and videos – if you know, you know. #IYKYK
For slip reservations, or more information, visit TownofPalmBeachMarina.com.
