MARKETING

During the months of November and December, the destination’s advertising efforts generated 15.7M digital impressions, 79.9M out-of-home impressions and 8.9B television impressions with 554K television spots. Advertising efforts beginning in September focused on the destination’s "WELLest" campaign, which highlights health-and-wellness messaging to national audiences.

  • Digital

    The objective of digital media is to impact intent-to-travel. These tactics include a stronger call-to-action and often reach potential travelers further along in the decision-making and purchase funnel. Digital media includes Online Travel Agencies (OTAs) such as Expedia and TripAdvisor, along with travel deal sites such as Travelzoo and Spafinder and lifestyle websites such as Locale and EDGE Media Network (LGBT).

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  • Television

    Live cable television delivers ads on channels such as Bravo, Lifetime, Food Network, ESPN, Golf, TNT, TBS, Logo, HGTV, TLC, Discovery, History, Fox News, CNN, MSNBC, CNBC, ESPN 2, FX, Oxygen and WE. Thirty percent of the CVB’s total TV budget is allocated to Connected TV. Connected TV is becoming the future of television advertising, allowing advertisers to reach users while they stream video content on a variety of devices, including smart TVs, gaming consoles, Amazon Fire, Google Chromecast and Roku. The CVB is also continuing its co-op partnership with top Los Angeles morning news station KTLA in order to reach the California travel market directly. The television campaign reaches Los Angeles, Orange County, San Diego, San Francisco, Las Vegas, Phoenix, Seattle, Portland, Chicago, New York, Minneapolis, Denver, Dallas, Boston, Atlanta, Vancouver, Calgary, Edmonton, Toronto and Winnipeg.

    To view all of our video creative, visit our YouTube page.

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  • Billboard

    Out-of-home media is deployed as an awareness-building tactic. With billboard advertising, the destination is able to get in front of hundreds of thousands of eyes, allowing us to expand our brand reach. A portion of the billboard spend is allocated to promote world-class events that take place in Greater Palm Springs. The billboard campaign reaches Chicago, New York, Minneapolis, San Francisco, Los Angeles and San Diego.

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  • Radio

    Pandora capitalizes on emerging industry trends like audio advertising and the connected home, delivering highly targeted digital radio ads on mobile and connected home devices to specific demographics that align with key destination pillars. The Pandora campaign complements the CVB’s Summer Chill campaign, targeting drive markets during the destination’s shoulder and off-seasons.

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  • Print

    Print advertising is a high-funnel, brand-awareness tactic that allows the destination to communicate key information, creative campaign and destination photography. Print impressions in 2019 included advertisements in Westways and Via magazines (Southern California AAA publications), Palm Springs Life, Locale Magazine, and The Knot.

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  • Meetings

    The meetings/convention sales media plan targets corporate planners, third-party planners and association planners while taking into consideration their experience and knowledge of Greater Palm Springs. The campaign includes print, video, digital, and social media advertisements with Association Forum, California Meetings & Events, CalSAE, Conference Direct, Connect, Convention Planit, CVENT, IGLTA, MPI, Meetings Today, Northstar Meetings, PCMA, Smart Meetings, and USAE.

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  • Airline

    Continued focus remains on airline advertising. Tactics include print and digital media with WestJet Magazine, American Way (American Airlines in-flight publication), and Alaska Airlines Magazine. Airline industry members were also targeted through print advertisements in Airline Weekly ANNA Aero Routes International publications. 

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If you have any questions about Marketing, please contact:
Colleen Pace, Chief Marketing Officer
cpace@gpscvb.com | 760.969.1347

Dana Fury, Marketing Manager
dfury@gpscvb.com | 760.969.1345​