The Destination Marketing department leads all marketing initiatives set forth by the CVB and works collaboratively with the Brand, Destination Development, Partnership, Convention Sales, and Tourism Development teams to ensure an effective and cohesive message across all media elements.
While the department's marketing efforts usually take a global approach, the changing travel landscape in recent months due to Covid-19 restrictions has shifted the CVB's goals and strategy. Advertising to the majority of the fly markets remains paused as it has since mid-March, and current programs focus heavily on the drive markets (Los Angeles, San Diego, Phoenix, Las Vegas, San Francisco). Research from Destinations International, MMGY, and Expedia has continuously shown that leisure travel throughout the summer will be dominated by road trips within a few hundred miles from home.
Greater Palm Springs' current marketing campaign continues to focus on our destination pillars, highlighting wide-open spaces with ample room for physical distancing, sunny weather, pools, outdoor spaces, and wellness-related activities. In addition, the current campaign also features creative that promotes the "Safer Together, Greater Together" Pledge, the destination's commitment to remaining a safe location for visitors, employees, and residents alike.
New destination branded television spots began airing in June 2020 in the drive markets on Spectrum Cable, KTLA in Los Angeles, and on connected television. In December, these spots were paused and replaced with a new television spot focusing on safety messaging.
Public service announcements responding to Covid-19 regulations and safety measures began airing locally in March, with several continuing to air, including spots promoting mask wearing and Covid-19 testing. The “Stay In. Take Out” television spot was also reinstated, promoting takeout from local restaurants in the Coachella Valley.
While the CVB’s annual summer television co-op season was postponed, details on the program as well as past season co-op videos can be found below.
New summer branded digital billboards launched in June, promoting awareness of Greater Palm Springs’ wide-open spaces, ample sunshine, and wellness-focused activities in Los Angeles and San Diego.
While drive market billboard advertising is currently paused, local billboards have been running promoting public service announcements and are now also supporting our Love Local campaign. Please see the COVID-19 RESPONSE & RECOVERY and LOVE LOCAL CAMPAIGN sections for more information.
Expedia has proven to be an important tool to drive bookings to Greater Palm Springs – in 2019, Expedia reported a $223.4 return on ad spend, meaning that for each dollar invested into the campaign, $223.40 in Expedia bookings were generated by people exposed to our advertising.
The CVB’s advertising campaign with Expedia relaunched in mid-June targeting the drive markets (Los Angeles, San Diego, Phoenix, and Las Vegas) and nearby fly markets (San Francisco, Seattle). This campaign targeted travelers searching for road trips, weekend getaways, as well as people who have previously searched for Greater Palm Springs.
Unlike other media programs, Expedia (along with TripAdvisor) will continue to run during the December Stay at Home order, to reach travelers who are booking future trips to our destination.
Digital display advertising with TripAdvisor resumed in September, driving awareness to Greater Palm Springs on one of the largest travel resource sites and targeting consumers in drive markets and nearby competitive markets. The campaign had a successful launch, generating over 1,800 room nights and $466K in revenue for the month of October alone.
The TripAdvisor campaign (along with Expedia) will continue to run during the December Stay at Home order, to reach travelers who are researching future trips to our destination.
Travelzoo reaches consumers searching for travel deals and provides them with overall destination information as well as CVB Partner offers at no cost or commission. The CVB’s Travelzoo campaign resumed in September 2020 with a customized destination landing page featuring Partner deals, as well as an email blast distributed to the Los Angeles and Seattle markets on November 5th.
While the Travelzoo programs in currently paused, the CVB will keep partners informed on timing for the next campaign.
Visit California Co-Op Programs
In an effort to encourage in-state travel within California, Visit California has launched a series of cooperative advertising programs to maximize advertising dollars during the critical reopening phase this summer. The CVB has been participating in several of these co-op programs from September through early December, including Expedia, Adara, and Pandora. Expedia launched in August 2020, Adara launches in September 2020, and Pandora launched in October 2020.
While the programs are currently on pause in alignment with Visit California, the CVB looks forward to relaunching as soon as possible.
The CVB relaunched advertising with Edge Media in June, which reaches LGBTQ travelers nationally. Digital banner ads accompanied an editorial feature on Edge Media’s website, which was also promoted via social posts. While advertising was paused in December, the CVB looks forward to relaunching this program in early 2021.
The CVB will continue to bring awareness of Greater Palm Springs as a vacation destination and drive intent to travel through the VisitGreaterPS, dineGPS and VisitCADesert social media channels in 2020. The CVB is focusing on Health & Wellness, Outdoor Adventure, Arts & Culture, and Culinary as campaign pillars for the remainder of 2020.View this post on Instagram
@thelivingdesert has reopened today! When you are ready to explore again, you'll want to be sure to see their new Australian Adventures! 🦘 Follow their profile for more information on changes they have implemented with your safety in mind, such as online ticketing and one-way walking paths.
COVID-19 Response & Recovery
The CVB has created several programs since March designed for both the local community as well as visitors, including public service announcements on television and digital billboards, the “Safer Together. Greater Together.” Pledge campaign, Oasis at Home, and more.
For details on all of the CVB’s COVID-19 response efforts, please view our COVID-19 Response & Recovery page.
Safer Together, Greater Together Pledge
The Greater Palm Springs CVB launched the “Safer Together. Greater Together” Pledge in June, highlighting the safety practices that local businesses and tourism partners are implementing to ensure that the destination remains healthy, positive, and inclusive for both visitors and residents. In order to increase awareness of the Pledge to the drive markets, a digital advertising campaign was launched in Los Angeles, San Diego, and Orange County this summer, along with a local campaign within the Coachella Valley. Drive market advertising continued until the December Stay at Home order was implemented.
More information as well as ad images can be viewed on our COVID-19 Response & Recovery page.
While Convention Sales advertising remains paused at this time, the CVB continues to communicate with meeting planners about the destination via newsletter updates and virtual events.
On July 14, the CVB launched “gpsREBOOT: A VirtuWELL Series For You,” a new virtual series showcasing Coachella Valley health and fitness leaders and businesses. This series not only gave meeting and event planners helpful wellness tips and information to incorporate into their routines but also provided them with inspiration to consider Greater Palm Springs for their future events.
The second gpsREBOOT series, “gpsREBOOT: Art & Sol” launched in November and will focus on arts and culture offerings in Greater Palm Springs, continuing to engage meeting planners and educate them on all that our destination has to offer.
If you have any questions about these opportunities or would like to discuss further, please contact:
Dana Fury, Marketing Manager | email@example.com | 760.969.1345