For the months of March and April, the destination’s advertising efforts generated 25,541,335 digital impressions, 88,100,700 out-of-home impressions, and 2,573,440,000 television impressions with 293,689 television spots.
Advertising on TripAdvisor generated 1,009,422 impressions and 2,414 clicks for the months of March and April. This campaign has generated a strong click-through rate of .25% (compared to TripAdvisor’s average of .10%). Since July 2018, Arrivalist data reports this campaign attributed to 2,961 arrivals in Greater Palm Springs and a 1.10 APM (above the .30 Arrivalist APM benchmark). Since January 2019, Adara data reports that this campaign has attributed to 1,644 hotel bookings and 669 flight bookings.
For the months of March and April, the destination’s Expedia campaign generated 3 million impressions and 1,626 clicks on Expedia partner websites, such as Expedia, Orbitz, Travelocity, Cheap Tickets and Hotels.com. The campaign also included a landing page targeting key fly markets with information on flights to PSP. As a result of this campaign, Expedia reports 41K hotel room nights generated and 7.7K air tickets booked for the months of March and April. The return on ad spend for this campaign is very high at $252.7 to $1. For these months, the destination is up 8.4% in hotel room nights and up 23.3% in air tickets.
The Greater Palm Springs destination Travelzoo campaign generated 14,700,411 impressions and 31,336 clicks for the months of March and April. The GPS destination 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, The Saguaro Palm Springs, Social Cycle and The Westin Mission Hills Golf Resort & Spa. Since January, Adara reports that this campaign has attributed to 739 hotel bookings and 370 flight bookings.
Locale reports 363,276 impressions generated for the months of March and April. Adara reports that the Locale campaign has contributed to 128 hotel bookings and 53 flight bookings for the months of January through April. This campaign targets Southern California through web editorials on Locale.com, including 36 custom articles optimized for google search positions.
The Weather Channel reports 1,025,367 impressions and 9,354 clicks for the months of March and April. This campaign targets viewers in fly markets with a combination of weather triggers to automate media delivery to users who are experiencing cold/inclement weather.
The destination launched its first campaign with Edge Media, targeting LGBT travelers. For the month of April, the campaign generated 649K impressions and 394 clicks. Adara reports that 3 hotel bookings and 4 flights were booked from this campaign for the month of April.
In March and April, we targeted cable television in Los Angeles, San Diego, Phoenix, Las Vegas and San Francisco. Fly markets—including Seattle, Portland, Chicago, Minneapolis, New York, Dallas, Denver, Atlanta and Boston—were targeted through March.
The Winter Cable TV Co-op continued through March and featured Palm Springs Preferred Hotels, Hotel Paseo, ANA Inspiration and the BNP Paribas Open. The campaign included custom Partner commercials that aired on KTLA-Los Angeles, WGN-Chicago and also cable television in Los Angeles, San Diego, Phoenix, Las Vegas and San Francisco.
Television garnered 2,573,440,000 television impressions with 293,689 television 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. The CVB also promoted events on digital billboards, including BNP Paribas Open, La Quinta Arts Festival, ANA Inspiration, Desert X, Palm Desert Food & Wine, Fashion Week El Paseo and Indian Wells Arts Festival. The event billboards generated 26.3 million impressions for Greater Palm Springs. In addition, billboard co-op partner Omni Rancho Las Palmas received 3.3 million impressions for the months of March and April. There were 88,100,700 total out-of-home impressions.
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 airline industry. These airline efforts included Airline Weekly, American Airlines Magazine, Westjet Magazine and Alaska Airlines Magazine. For the months of March and April, the destination garnered 32 million impressions.
The CVB increased advertising efforts to reach meeting professionals in 2019. For March and April, advertising to this market included CVENT, MPI, PCMA, CA Meetings & Events, Connect, Meetings Today, Meetings & Conventions, Smart Meetings and Successful Meetings. These efforts garnered 156,699 impressions for March and April.
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