Social Media
In May, the CVB participated in US Travel’s National Travel and Tourism Week. This year’s theme was why “Travel Matters.” To keep in line with the theme, the CVB published graphics with key tourism stats from Greater Palm Springs on Twitter.
The end of May saw the launch of co-op videos on the CVB’s YouTube channel as well as the start of the summer Chill Deals campaign. Numbers will be reported in June, since each of these campaigns only ran a few days in May.
Top posts for the month included a variety of content types: Images, videos and GIFs. This creates a more interesting experience for CVB followers, showing them new ways to engage with the accounts.
The CVB and its social media agency, Sparkloft, produced content for two summer influencer campaigns to increase awareness of the destination as well as drive visitors to the Chill Deals landing page in target markets. Five influencers came into the destination for the production to capture assets.
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Summer Campaigns
The CHILLspiration summer awareness campaign will contain long-form videos, short-form videos and images distributed throughout YouTube, Facebook, Instagram and Instagram Stories. Three social media influencers will also be distributing content on their channels for this campaign. The campaign will launch in June and be posted organically throughout the summer months as well as promoted on Facebook and Instagram.
The CVB launched the summer Chill Deals campaign as the end of May. Three content pieces have been released, and they will continue to be posted organically each week through the summer. These pieces are also being promoted through Instagram Stories and will retarget the audiences exposed to the CHILLspiration campaign to offer another touchpoint of the CVB’s destination marketing. The two Los Angeles based influencers involved in the creative assets of this campaign have also distributed content pieces on their individual channels.
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dineGPS/Restaurant Week
In May, Greater Palm Springs Restaurant Week was a success on social media. A thorough strategy across channels led to a boost in numbers. Social media promotion of Greater Palm Springs Restaurant Week garnered over 730,000 impressions, 130,000 of those coming from three influencers (@archela, @whatrobineats and @foodieonfleek,), who were in the destination during the event. This year, the CVB launched a promotion in May to bring awareness to and excite the audience ahead of the event, working with those three influencers to promote it on their Instagram channels two weeks prior to Restaurant Week as well.
In May, we also saw an increase of nearly 300 followers on Instagram, which is attributed to the sweepstakes and influencer takeovers.
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Social Media Outreach in China
The CVB gained over 3,500 new Weibo followers in May, with over 1.6 million reads on the 54 posts to the Greater Palm Springs account.
June will see the launch of the “What Is your Greater Palm Springs Color?” campaign. Leveraging the rich offerings of unique colors in the oasis, this campaign will deliver the message to a social audience and establish an initial follower base and awareness of the destination.
The CVB continues to be in conversation with its China agency, Mailman, in regard to China’s travel alert of the US. So far, there have not been changes in sentiment by followers of CVB-owned social media channels in China. The CVB will continue to create a welcoming message to the Chinese target audience.
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2019 Year to Date
