MARKETING

During this reporting period, the destination’s advertising efforts generated 67.4 million digital impressions, 49.7 million out-of-home impressions, 1.3M print impressions, and 16.2 billion television impressions with 659k television spots.

Advertising efforts from May through August focused on the destination’s Summer Chill campaign, which communicated things to do during the summertime in the destination’s getaway markets (Los Angeles, Orange County, San Diego, San Francisco, Phoenix, and Las Vegas). Advertising efforts beginning in September focused on the destination’s “WELLest” campaign, which highlights health-and-wellness messaging to national audiences.

See specific details below; all data is for the months of June through September unless otherwise noted.

  • Digital

    TripAdvisor
    Advertising on TripAdvisor generated 1.6M impressions and 2.3K clicks. As of September, this campaign has generated a click-through rate of .12% (compared to TripAdvisor average of .10%).

    Since January 2019, Arrivalist data reports this campaign attributed to 3,727 actual arrivals in Greater Palm Springs and a 1.10 arrival per million (above the .30 Arrivalist APM benchmark).

    Summer

    DM-Trip Advisor 1
    DM_Trip Avisor

    Expedia
    The destination’s Expedia campaign generated 7.6M impressions and 4.7K clicks on Expedia, Orbitz, Travelocity, Cheap Tickets and Hotels.com. The campaign included a landing page targeting key fly markets with information on flights to PSP. This campaign has generated 67.2K hotel room nights and 12K air tickets during this period. The return on ad spend for this campaign is very high at $160.7 to $1. The destination is up 14% in hotel room nights and 5.8% in air tickets YOY for the June – September period.

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    DM Expedia_3

    Travelzoo
    The Greater Palm Springs destination Travelzoo campaign generated 42.3M impressions and 35.3K clicks. The summer Travelzoo landing page featured 9 offers from the following CVB partners:

    • Colony Palms Hotel
    • Desert Adventures Red Jeep Tours
    • Doubletree by Hilton Hotel Golf Resort Palm Springs
    • Hyatt Regency Indian Wells Resort & Spa
    • JW Marriott Desert Springs Resort & Spa
    • Renaissance Esmeralda Resort & Spa, Indian Wells
    • Saguaro Palm Springs
    • Social Cycle
    • The Westin Mission Hills Golf Resort & Spa


    The Fall Travelzoo landing page features 13 offers from the following CVB partners:

    • Desert Adventures Red Jeep Tours
    • The Westin Mission Hills Golf Resort & Spa
    • JW Marriott Desert Springs Resort & Spa
    • Renaissance Esmeralda IW Resort & Spa
    • Big Wheel Tours, Azure Spa at Riviera Resort
    • Social Cycle, Palm Springs Windmill Tours
    • The Spa at JW Marriott
    • Doubletree by Hilton Golf Resort Palm Springs
    • Marquis Villas Resort
    • Palm Canyon Resort
    • Embarc Palm Desert
       

    The campaign also included a sponsored article, which launched in September. The sponsored article generated 52K engagements with an 11% click-through rate (above the 5-10% benchmark) and 4:03 time on site (compared to the 2:30 benchmark).

    Locale
    Locale reports 866K impressions generated. This campaign targets Southern California through web editorials on Locale.com, including 36 custom articles optimized for Google search positions. During the months of June through September, 15 articles published.

    In September, the CVB launched three Locale editorials, including “The 6 Best Tacos in Coachella Are Heating Things Up,” “6 Reasons to Tie the Knot and  Live Your Happily Ever After in Indian Wells” and “4 of the Most Relaxing Hot Springs You Can Find in Desert Hot Springs.

    The Desert Hot Springs Spa editorial generated high traffic at 2,388 pageviews (compared to the average of 476).

    DM_Locale

    Adara
    With 190+ trusted travel brands, Adara is the world’s top travel data co-op and has a global footprint of over 750 million monthly active travelers. The CVB partnered with Adara to reach potential travelers. Adara’s pixeling capabilities allowed the destination to report on actual hotel bookings from users who were exposed to the ad.

    To date, the Adara campaign generated 1.1M impressions with 492 bookings and an ROI of 34.55:1.

    Pandora
    The destination launched its first streaming audio campaign with Pandora, which generated 1.6M impressions and 5,076 clicks during the period. The campaign includes mobile video and mobile display, along with connected home audio and added-value banner ads. Listeners interact with Greater Palm Springs ads in order to activate premium user functions, such as skip and song search.

    DM_Pandora

    USA Today
    By partnering with USA Today, the destination was able to reach a national audience with sponsored articles on USAToday.com  and their affiliate websites. During this period, the destination generated 2.2M impressions and 2,702 clicks.

    DM_USA Today_1

    Edge Media
    Targeting LGBT travelers, the Edge Media campaign generated 3.5M impressions and 30K clicks during the period. The campaign includes banner advertising on the Edge Media Network website along with native articles throughout the year. 

    DM_Edge Media

    Weather.com
    The Weather Channel reports 489K impressions and 4.7K clicks. This campaign targets viewers in summer markets with a combination of weather triggers to automate media delivery.

    DM_Weather

  • Television

    The Summer TV Co-ops launched in May, featuring the City of La Quinta, Restaurant Week, Hyatt Regency Indian Wells Resort & Spa, La Quinta Resort and Club, Omni Rancho Las Palmas, Riviera Palm Springs, The Westin Mission Hills Golf Resort & Spa, Agua Caliente Resort Casino Spa Rancho Mirage, Doubletree by Hilton Hotel Golf Resort Palm Springs , Hotel Paseo, The Ritz-Carlton Rancho Mirage, and Palm Springs Bureau of Tourism. The campaign included custom Partner commercials that aired on KTLA (Los Angeles) and on cable television in Los Angeles, San Diego, Phoenix, Las Vegas and San Francisco.

    The Fall TV co-ops launched in September, featuring the City of La Quinta, Palm Springs Bureau of Tourism and Palm Springs Preferred Hotels. The campaign included custom partner commercials that aired on KTLA (Los Angeles), cable television and connected TV in Los Angeles, San Diego, Phoenix, Las Vegas and San Francisco.


    Television garnered over 16.2B television impressions with 659K television spots. Of those impressions, 6.8B were from KTLA with 8,657 spots. Total television impressions include streaming TV on Spectrum, Cox and Comcast, ABC, NBC, CBS, Fox and HBO GO smart TV apps as well as connected TV, which includes over-the-top devices and applications like Apple TV, Google Chromecast, Amazon Fire, Roku and more.

  • Billboard

    Destination-branded digital billboards ran in LA, San Diego, Chicago and San Francisco. The CVB also promoted Greater Palm Springs Restaurant Week, Palm Springs International Shortfest, Tramroad Challenge, Modernism Week, Pickleball, Run with Los Muertos, Cathedral City Hot Air Balloon Festival, The Living Desert and the Date Harvest Festival. Overall, digital billboard marketing efforts generated 49.7M impressions for Greater Palm Springs.

     DM_Billboard_Event 1

    DM_Billboard 1

  • Print

    Print advertising generated 1.3M impressions. Print ads were included in Palm Springs Life’s The Guide as well as the Greater Palm Springs Summer Chill Guide. Print ads were also in Westways and Via, with a total distribution of 1 million AAA subscribers in Southern and Northern California who have a propensity to travel.

    DM_Print

  • Airline

    In addition to partnering with major airlines to reach fly market travelers, the media plan also includes tactics to reach planners, financiers and strategists in the airline industry. During this period, an ad in SKIFT Airline Weekly garnered 56K impressions.

    DM_Airline Ad

  • Meetings

    The destination increased advertising efforts to reach meeting professionals in 2019. For September, advertising to this market included CVENT, MPI, CA Meetings & Events, Meetings Today, Meetings & Conventions, Smart Meetings, Successful Meetings and USAE. These efforts garnered 1.2M impressions.

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  • Film Oasis

    ShortFest Marketplace & FAM
    In June we exhibited at the ShortFest marketplace to educate filmmakers on the destination’s vast variety of locations. In addition to the marketplace, we partnered with ShortFest to take filmmakers on a one-day FAM following the festival. We hosted 6 filmmakers on the FAM, showing them location highlights throughout Greater Palm Springs.

    Shortfest_Film Oasis
    The Film Oasis booth in the Marketplace section of ShortFest
    PS Tramway FAM_Film Oasis
    A FAM of filmmakers get an aerial view of Greater Palm Springs from the Palm Springs Aerial Tramway

    Film Oasis Advisory Committee
    In August the Film Oasis Advisory Committee met to share information about filming regulations in their prospective cities and hear what was on the horizon for Film Oasis.

    June 2019 Production Report
    In June, Greater Palm Springs had 7 productions, which resulted in a minimum of 5 overnight stays. Productions ranged from shows like The Great Food Truck Race to an album photoshoot for Jeff Goldblum.

     Film Oasis_June Chart

    July Production Report
    In July, Greater Palm Springs had 12 productions, which resulted in a minimum of 128 overnight stays. Productions ranged from a feature film that wrapped a three-month shoot in the destination to a fashion shoot for Vanity Fair Italy.

     July Chart_Film Oasis
     

    August Production Report
    In August, Greater Palm Springs had 9 productions, which resulted in a minimum of 13 overnight stays. Productions this month were mainly still photography shoots with one episodic TV show filming in the area.

     August Chart_Film Oasis

    Upcoming
    Film Oasis is working on a Zone 2 FAM to be held in late October in partnership with the Riverside County Film Commission.

    In addition, we are preparing for the American Film Market (AFM), which takes place November 6-13 in Santa Monica. The American Film Market is a $1B marketplace where production and distribution deals are closed— in every stage of development and production.

  • Greater Palm Springs Restaurant Week

    On October 1, 2019, the CVB held a dineGPS advisory committee meeting. Topics covered during this meeting included a recap of the 2019 Restaurant Week outcome and the event dates and menu format for Restaurant Week 2020.

    Restaurant Week 2020 event dates have been confirmed for:
    • Friday, May 29–Sunday, June 7, 2020

    Menu format:
    • Lunch menus for - $15 | $20 | $25
         • 2+ item menu

    • Dinner menus for - $29 | $39 | $49
         ​• 3+ item menu

    Menu format will remain the same as the previous year’s Restaurant Week format. This format was more successful and offered more flexibility and creativity in developing options for restaurants and foodies. 

     2019 Greater Palm Springs Restaurant Week logo

If you have any questions about Marketing, please contact:
Colleen Pace, Chief Marketing Officer
cpace@gpscvb.com | 760.969.1347

Dana Fury, Marketing Manager
dfury@gpscvb.com | 760.969.1345​