COMMUNICATIONS

The Communications team is responsible for managing all external communication activity, including all international and local public relations, media relations and awareness functions, seeking to identify key issues and opportunities to deliver timely and accurate information and assure its distribution. We utilize all media platforms while reinforcing and fostering communication and engagement processes and work with other CVB departments and external partners to promote Greater Palm Springs.

MEDIA RELATIONS

The 2020 Media Relations strategy focuses on media outlets reaching high-yield audience with the greatest likelihood to travel to Greater Palm Springs. This is a proactive media relations program with an emphasis on relationship-building and brand-centered, news-ready outreach to generate earned media in strategically targeted outlets and ensure key messages are conveyed in editorial, broadcast and online placements. We will focus on a balanced mix of traditional and targeted influencers from top feeder markets to ensure key messages are conveyed and in alignment with at least one of the key destination pillars.

  • Media Placement

    Below are the team’s media placement goals.

    • PR Quality Score: 4,100 (PR Quality Score is a point-based system of evaluating the quality of media. Earned media is rated on a scale of 1-12 on story type, media tier, visuals, URL, DMO/pillar mention and reader response.)
    • Placements in Tier 1 outlets: 5
    • Meetings placements: 35

     Sales & Mkting_Comms_HUG Magazine 
    Destination Feature in HUG Magazine(France)

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    “The Balm of Palm Springs” story in the Wall Street Journal

  • Media Outreach

    We plan to reach our below goals through meaningful one-on-one connections including media hosting and tours, targeted pitches, networking events and story support, we continue to grow new and nurture existing media relationships.

    • Media assists: 2,000 (includes any direct contact with media including in-market meetings, Greater Palm Springs media visits, story assistance, and providing assets for article creation)
    • CVB-initiated media missions/events: 4
    • Generated and serviced hosted media visits: 75
    • CVB-initiated group press familiarization tours: 4

     Sales & Mkting_Comms_SATW event
    Society of American Travel Writers, Eastern Chapter meeting closing event; photo courtesy Carole Grouesy for Attitude Luxe

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    Media dinner during Visit California France Media Mission

  • Media Messaging

    With a primary focus on brand-centered messaging, the communications efforts will continue to focus on the destination’s “find your oasis” message while weaving in the Greater Palm Springs core brand pillars of Health & Wellness, Outdoor Adventure, Arts & Culture and Culinary. The pillars’ tangible and emotional attributes reflect what our nine resort cities’ distinguished offerings and characteristics have that appeal to and attract our visitors. We continue to take a long-term approach to assure a consistent brand message that is integrated into conversations, highlighting the characteristics that make each city unique. Below are our areas of messaging and goals.

    Signature Events
    Icon - Signature Events

    Signature events are a key factor in Greater Palm Springs’ recognition as a world class destination.
    • Partner with events to provide media support as needed.
    • Conduct one post-event media experience to leverage the media audience visiting Greater Palm Springs. For example, brunch in conjunction with a music festival to highlight Greater Palm Springs Restaurant Week.

    Culinary
    Pillar Icon - Culinary

    The culinary scene in Greater Palm Springs is always full of delicious surprises.
    • Develop pitches highlighting the talent, diversity and innovation of our evolving culinary landscape along with a locally sourced message when applicable.
    • Conduct one pop-up type event with strong culinary messaging in a drive market. 
    • Continue to serve on the Visit California Culinary Advisory Board.

    Health & Wellness
    Pillar Icon - Health Wellness

    Greater Palm Springs is an oasis of wellness that affords visitors a welcomed respite from the busyness of everyday life.    
    • One media familiarization tour focused on health and wellness.
    • Attend Wellness Tourism Association meeting
    • Highlight Agua Caliente’s new Spa at Sec-He

    Arts & Culture
    Pillar Icon - Arts and Culture

    Greater Palm Springs has been an oasis for artists since the early 20th century.
    • Create a library of pitches around locally created and locally “grown” (artists and business owners).
    • Host art and culture familiarization tour with Goldenvoice.
    • Promote the artsGPS app highlighting public art in Greater Palm Springs.
    • Highlight Agua Caliente Cultural Center to elevate arts-and-culture messaging across Greater Palm Springs.

    Outdoor Adventure
    Pillar Icon - Outdoor Adventure

    Adventure in all its forms abounds in Greater Palm Springs.
    • Host Greater Palm Springs Photography Challenge with media.
    • Promote Greater Palm Springs hiking, highlighting new wayfinding.

  • Media for Convention Sales and Tourism Development

    The Communications team plans to execute the following in 2020.

    • Leverage advertising partnerships for value-added editorial placements.
    • Target publications that tap corporate planners, third-party planners and association planners to help increase awareness of Greater Palm Springs as a meetings destination.
    • Invite trade media to attend sales events in key markets. Keep editors up to date on  where Convention Sales and Tourism Development teams will be.
    • Proactively create meeting planner testimonials and hold media training for the Convention Sales team to work with media in select markets.
    • Establish relationships with meetings-specific channels including ASAE, Association Forum,  Connect, Conference Direct, CVENT, Experient, HelmsBriscoe, MPI and PCMA and maintain proactive outreach.

    International
    The Communications team will continue to work with the Tourism Development department on market strategies to assure Greater Palm Springs messaging for both consumer media and travel trade is in alignment during the key months. The team will continue to work closely with Visit California headquarters and its international offices to leverage opportunities to host key international media and attend media missions. We also maintain PR contracts with UK/Ireland, Australia, France and Germany.
    Icon - International
    • Hold one PR activation in an English-speaking market.
    • Develop and/or refine PR strategy by country with agency, if applicable.

    Air Service Development
    Icon - Air Service

    • Promote not only new routes but promote routes for key meetings and leisure markets
    • Work with Avion Pacific to develop and maintain strong and productive relations with airline communications teams.

    Sustainability
    Icon - Sustainability

    • Utilize Visit California’s forward-thinking initiatives as a springboard to promote sustainable growth and tourism’s positive contribution to Greater Palm Springs.
    • Draw attention to environmentally friendly practices, protection of cultural and natural heritages and social and economic benefits to local people.

Corporate PR

Tourism is the largest industry in Greater Palm Springs. Through communications channels we will share the impact of tourism and, in turn, empower local residents and businesses to become ambassadors and stewards of the Greater Palm Springs brand.

• The Communications team will work alongside the Destination Development team to ensure our residents are educated and understand the full benefits of tourism for Greater Palm Springs in order to influence future travel. 
• Conduct crisis communications training for key staff. Continue to establish the Greater Palm Springs CVB as lead for the Coachella Valley during any crisis, providing emergency information and resources to the local hospitality industry and working with public agencies and emergency services personnel. The team will also serve as liaison with Visit California and Brand USA in times of local crisis impacting tourism.
• Sharing knowledge, the team will provide educational opportunities to CVB Partners through gpsNext and two additional PR trainings to discuss techniques, trends and opportunities to work with editorial media.
• Promote positive accolades, awards and rankings in influential outlets, websites and media through proactive media outreach.
• Work with internal teams to support various initiatives including the Tourism Business Improvement District renewal, the Tourism Foundation and business attraction.|
• Position Greater Palm Springs executive staff as industry experts and provide ongoing media training.

Film Oasis

Position Greater Palm Springs as a leading film destination for motion picture, television, digital and other forms of visual media production to provide expanded media exposure and generate economic growth.

• Host two valley-wide Location Manager FAMs in 2019 with the Riverside County Film Commission.
• Generate awareness with presence at American Film Market’s LocationEXPO tradeshow in November. This will be the fourth year that Film Oasis will be showcasing at the expo.
• Connect with 50 film scouts; bringing awareness to GPS.
• Utilize Incentive Program to attract new film projects and build awareness surrounding GPS.

California Desert Region Grant

Visit California provides a tourism marketing grant to encourage travel to the “beyond-the-gateway” regions, including the California Desert. The Greater Palm Springs CVB oversees this grant, which allows the CVB to connect with a wider trade and media audience and provide support for the outlying areas.

• Host one media FAM.
• Leverage Visit California opportunities for both trade and PR.
• Send a quarterly newsletter to regional partners.
• Participate in the regional marketing program Road Trips, retargeting campaign drive visitors to visitcaliforniadeserts.com.  

Industry Conference Presence

The team will maintain an industry conference presence targeting events that focus on media networking and marketplace opportunities. Our schedule will include:

First Quarter

• International Media Marketplace and Visit California Media Mission
• Visit California Outlook Forum – Q1

Second Quarter

• Visit California China Media Mission
• DineGPS Media Event
• Wellness Tourism Association Meeting
• Greater Palm Springs San Francisco Media Event
• IPW Las Vegas
• PRSA Travel & Tourism Conference

Third Quarter

• IMEX Las Vegas
• Visit California San Francisco Media Reception

Fourth Quarter

• Greater Palm Springs Los Angeles Media Event
• Visit California Australia and New Zealand
• Visit California Canada Media Mission
• Visit California Media Boot Camp
• SATW National Conference and Marketplace