MARKETING
In January, the CVB launched the 2019 Advertising Plan with the goal of increasing awareness of the destination’s brand — domestically and internationally — while supporting overall occupancy in Greater Palm Springs. The 2019 plan includes awareness-building media, such as television, print and out-of-home. The plan also focuses further down the customer funnel with an increase in intent-to-travel media, such as search engine marketing, online promotions and social media.
While the plan targets Los Angeles, San Diego, San Francisco, Phoenix and Las Vegas throughout the entire year, based on year-round Visa cardholder spend patterns, it targets Seattle, Portland, Chicago, Minneapolis, New York, Denver, Dallas, Boston, Atlanta and select international markets on a seasonal basis. The 2019 Advertising Plan also includes several opportunities for Partners to participate in the CVB’s destination marketing efforts.
Advertising Highlights
For the months of January and February, the destination’s advertising efforts generated 28,475,122 digital impressions, 95,465,805 out-of-home impressions and 6,126,999,000 television impressions with 550,330 television spots. Total television impressions include streaming TV on Spectrum, Cox and Comcast, ABC, NBC, CBS, Fox and HBO GO Smart TV apps. New to 2019, the media plan included tactics to reach planners, financiers and strategists in the airline industry. These airline efforts garnered 45,000 impressions in February.
Weather.com
The destination generated 505,686 impressions on Weather.com for the month of February, reaching viewers in target fly markets with a combination of cold/inclement weather triggers to automate media delivery to users experiencing it. This campaign generated 3,290 clicks to the VisitGreaterPalmSprings.com website in February.
Television
Cable Television continued in January targeting Los Angeles, San Diego, Phoenix, Las Vegas, San Francisco, Seattle, Portland, Chicago, Minneapolis, New York, Dallas, Denver, Atlanta and Boston.
The Winter Cable TV Co-op continued in January featuring Palm Springs Preferred Hotels, Hotel Paseo, ANA Inspiration, BNP Paribas, Desert Classic, City of La Quinta and BMW Performance Center. The campaign includes custom Partner commercials that air on KTLA-Los Angeles, WGN-Chicago and also Cable Television in Los Angeles, San Diego, Phoenix, Las Vegas and San Francisco.
In addition, destination TV spots ran in select Canadian markets on Canadian Broadcast Network. These markets include Vancouver, Edmonton, Calgary, Toronto and Winnipeg.
Billboard
Destination-branded digital billboards ran in Chicago, New York, San Francisco, LA and San Diego. The CVB also promoted events on digital billboards, including Desert Classic, Tour de Palm Springs, Modernism Week, BNP Paribas, La Quinta Arts Festival, ANA Inspiration, Desert X, Palm Desert Food and Wine, Fashion Week El Paseo and Indian Wells Arts Festival. The destination generated 28 million impressions for Greater Palm Springs event billboards. In addition, billboard co-op Partner Omni Rancho Las Palmas generated 8.9 million impressions for the months of January and February.
Airline
An airline strategy was launched to reach planners, financiers and strategists in airline industry. Ads ran in Airline Weekly newsletters in February. In addition, a program ad ran in Routes Americas, which is a highly attended airline industry events. These airline efforts garnered 45,000 impressions in February.
