During this reporting period, the destination’s advertising efforts generated 19 million digital impressions, 33 million out-of-home impressions, and 4 billion television impressions with 125,221 television spots. See specific details below; all data is for the month of May unless otherwise noted.
Advertising on TripAdvisor generated 394K impressions and 640 clicks. This campaign has generated a click-through rate of .16% (compared to TripAdvisor average of .10%). Since July 2018, Arrivalist data reports this campaign attributed to 3,388 actual arrivals in Greater Palm Springs and a 1.09 arrival per million (above the .30 Arrivalist APM benchmark). For the month of May, Adara data reports this campaign has attributed to 545 hotel bookings and 98 flight bookings.
The destination’s Expedia campaign generated 1.7M impressions and 903 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. As a result of this campaign, Expedia reports 16.9K hotel room nights generated and 2,500 air tickets booked. The return on ad spend for this campaign is very high at $173 to $1. The destination is up 11.9% in hotel room nights and up 7.7% in air tickets YOY.
The Greater Palm Springs destination Travelzoo campaign generated 13.5M impressions and 26K clicks, with the GPS destination landing page on Travelzoo delivering 42K page views. GPS was included in a Top 20 email that went out to 7M members as added value. In addition, a GPS standalone email also went out to 1.7M subscribers in target summer markets. The Travelzoo landing page features 9 Partner offers, including 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 Indian Wells Resort & Spa, Saguaro Palm Springs, Social Cycle and The Westin Mission Hills Golf Resort & Spa. Adara reports 423 hotel bookings and 125 flight bookings as a result of people viewing the Travelzoo campaign.
Locale reports 288,584 impressions generated. This campaign targets Southern California through web editorials on Locale.com, including 36 custom articles optimized for Google search positions. Adara reports that the banner ad campaign has contributed to 22 hotel bookings and 6 flight bookings. Google Analytics show strong engagement stats on the articles with 7:42 average time spent on the Greater Palm Springs site and a low 28.29% bounce rate.
The Weather Channel reports 481,363 impressions and 6,103 clicks. This campaign targets viewers in summer markets with a combination of weather triggers to automate media delivery to users who are experiencing cold and cloudy weather.
In May, the destination launched its first streaming audio campaign with Pandora, which generated 997k impressions and 354 clicks. 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.
Targeting LGBT travelers, the Edge Media campaign generated 835K impressions and 482 clicks during the month. The campaign includes banner advertising on the Edge Media Network website along with native articles throughout the year.
Markets targeted: Los Angeles, San Diego, Phoenix, Las Vegas, San Francisco.
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 Spring , 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.
Television garnered over 4 billion television impressions with 125,221 television spots. Of those impressions, 1.8B were from KTLA with 2,276 spots. Total television impressions include streaming TV on Spectrum, Cox and Comcast, ABC, NBC, CBS, Fox and HBO GO smart TV apps.
Destination-branded digital billboards ran in LA and San Diego, and the CVB also promoted Greater Palm Springs Restaurant Week. Overall, digital billboard marketing efforts generated 32.5 million impressions for Greater Palm Springs.
A 2-page spread in Westways was distributed to 500,000 AAA subscribers in Southern California who have a propensity to travel.
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. These airline efforts included Airline Weekly, American Airlines magazine, WestJet magazine and Alaska Airlines magazine, which in total garnered 32 million impressions.
The destination increased advertising efforts to reach meeting professionals in 2019. For May, advertising to this market included Connect, CVENT, MPI, PCMA, CA Meetings & Events, Meetings Today, Meetings & Conventions, Smart Meetings and Successful Meetings. These efforts garnered 332,091 impressions and 1,531 clicks.
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