In 2019, the CVB will continue to create engaging and unique content to inspire travel to Greater Palm Springs. Through strategic content creation, the CVB’s content marketing strategy will continue to increase the destination’s digital reach, improve overall brand awareness and encourage visitation. The 2019 content calendar will include editorial around signature events, keyword opportunities and travel trends.
Moving forward, the CVB will also continue to establish long-term relationships with micro influencers, who act as brand ambassadors while creating original content for the CVB. Through these partnerships, the CVB is also able to leverage the influencer’s social media channels, exposing Greater Palm Springs to new audiences on Facebook and Instagram.
The CVB will also continue to focus on content distribution in 2019. Owned content will be distributed through email marketing, social media, native advertising and paid digital media collaborations to increase destination awareness.
Email marketing will remain a pillar of the CVB’s digital marketing strategy in 2019. Moving forward, the CVB’s email marketing strategy will embrace a more data-driven and personalized approach as its email distribution lists continue to grow.
In November 2018, the CVB partnered with Act-On, a marketing automation platform that provides robust data and reporting for email marketing campaigns. Through Act-on, the CVB will not only continue to send regular email newsletters but also be able to personalize the user journey through lead tracking and scoring.
In 2019, the CVB will begin to leverage this data to conduct personalized email campaigns tailored to a user’s interests and behavior. This will include list segmentation and trigger (or follow-up) emails based on user behavior.
Digital Marketing Measurement
The CVB recently partnered with Adara, a travel data co-op, to measure the effectiveness of the website and digital campaigns on hotel and air bookings. Adara uses a 60-day tracking pixel to determine if users who visited the CVB website or saw a CVB ad ultimately booked a hotel stay or airfare. This data allows the CVB to better understand the effectiveness of the overall digital marketing strategy and its impact on actual revenue generated.
Adara’s reporting platform also offers deep traveler insights, including data points such as length of stay, origin markets, ADR and booking windows across all pixeled channels. In 2019, the CVB will monitor and review this data to optimize digital campaigns and the CVB website throughout the year.