During the month of October, the destination’s advertising efforts generated 19.4M digital impressions, 63.3M out-of-home impressions and 3.58B television impressions with 245K television spots. 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 month of October unless otherwise noted.
Advertising on TripAdvisor generated nearly 447K impressions and 507 clicks. In October, this campaign generated a click-through rate of .11% (compared to TripAdvisor average of .10%). Since January 2019, Arrivalist data reports this campaign attributed to 4,141 actual arrivals in Greater Palm Springs and a 1.12 arrival per million (above the .30 Arrivalist APM benchmark).
The destination’s Expedia campaign generated 1.3M impressions and 764 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 47.6K hotel room nights and 9.2K air tickets during this period. The return on ad spend for this campaign is very high at $260.4 to $1. The destination is up 7.1% in hotel room nights YOY for October.
The Greater Palm Springs destination Travelzoo campaign generated 11.7M impressions and 15.1K clicks. The Fall Travelzoo landing page features 13 offers from the following CVB partners:
• Azure Spa at the Riviera Palm Springs
• Big Wheel Tours
• Desert Adventures Red Jeep Tours
• DoubleTree by Hilton Hotel Golf Resort Palm Springs
• Embarc Palm Desert
• JW Marriott Desert Springs Resort & Spa
• Marquis Villas Resort
• Palm Canyon Resort
• Palm Springs Windmill Tours
• Renaissance Esmeralda Resort & Spa, Indian Wells
• Social Cycle
• The Spa at JW Marriott
• The Westin Mission Hills Golf Resort & Spa
The campaign also included a sponsored article, which launched in September. The sponsored article generated 1.5M 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 reports 133K impressions generated. This campaign targets Southern California through web editorials on Locale.com, including 36 custom articles optimized for Google search positions. In October, the CVB launched six Locale editorials, including “The Only Dinner-Date Guide to La Quinta You’ll Ever Need,” “9 International Dining Destinations in Cathedral City That Should be on Your Radar,” “Your Guide to the Perfect Weekend in Indio, California,” “The Hot Air Balloon Fest Isn’t the Only Cathedral City Event You Can’t Miss This Year,” “15 Places to Get Some Bangin’ Breakfast in Greater Palm Springs” and “Paint the Town Rainbow: 9 Pride Events You Don’t Want to Miss in Greater Palm Springs.”
The Breakfast Places editorial generated high traffic at 2,019 pageviews (compared to average of 476).
Targeting LGBT travelers, the Edge Media campaign generated 584K impressions and 700 clicks during the period. The campaign includes banner advertising on the Edge Media Network website along with native articles throughout the year.
Markets targeted include Los Angeles, San Diego, Phoenix, Las Vegas, San Francisco, Seattle, Portland, Chicago, Minneapolis, New York, Dallas, Denver, Vancouver, Calgary, Toronto and Winnipeg.
The Fall TV co-ops launched in September, featuring the City of La Quinta, BNP Paribas Open, Palm Springs Bureau of Tourism and Palm Springs Preferred Small 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 3.58B television impressions with 245K television spots. Of those impressions, 953M were from KTLA with 1,189 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.
Destination-branded digital billboards ran in Los Angeles, San Diego, Chicago and San Francisco. The CVB also promoted the Palm Springs Tramroad Challenge, Modernism Week Fall Preview, the USA Pickleball National Championships, Run with Los Muertos, Cathedral City Hot Air Balloon Festival, The Living Desert, the Date Harvest Festival, HITS Triathlon Series, Street at Westfield Palm Desert, Ironman, Props & Hops Craft Beer Festival at the Palm Springs Air Museum and Greater Palm Springs Pride. Overall, digital billboard marketing efforts generated 63.3M impressions for Greater Palm Springs.
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 28K impressions.
The destination increased advertising efforts to reach meeting professionals in 2019. For October, advertising to this market included CVENT, MPI, CA Meetings & Events, Smart Meetings and USAE. These efforts garnered 314K impressions.
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