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.
Three new destination branded television spots began airing in June 2020. In alignment with the CVB's overall marketing strategy, these spots are currently airing in the drive markets (Los Angeles, San Diego, Las Vegas, Phoenix, and San Francisco) on Spectrum Cable, KTLA in Los Angeles, and on Connected Television.
Public service announcements responding to COVID-19 regulations and safety measures began airing locally in March. Additional information on the CVB's COVID-19 response marketing initiatives and public service announcements can be found below.
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 alignment with the CVB’s overall marketing strategy, these billboards will rotate across several locations within the drive markets of Los Angeles and San Diego.
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), competitive markets (Santa Barbara, San Luis Obispo), and nearby fly markets (San Francisco, Seattle). This campaign targets travelers searching for road trips, weekend getaways, as well as people who have previously searched for Greater Palm Springs. The first two weeks of this campaign have already produced over 1.7K room nights and over $328K in gross bookings.
Digital display advertising with TripAdvisor resumes in September, driving awareness to Greater Palm Springs on one of the largest travel resource sites. Consumers in drive markets and nearby competitive markets will be targeted.
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 resumes in September 2020 and includes a customized destination landing page featuring Partner deals. If you are a CVB Partner and would like to submit an offer, please contact Randi Redmon at email@example.com.
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 this critical reopening phase. The CVB will be participating in several of these co-op programs from September through the end of the calendar year, including Expedia, Adara, and Pandora. Expedia launched in August 2020, Adara launches in September 2020, and Pandora will launch in October 2020.
The CVB is continuing its advertising partnership with Edge Media, which reaches LGBTQ travelers nationally. Digital banner ads will accompany an editorial feature on Edge Media’s website, as well as a custom e-blast and social media posts.
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.
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 gives meeting and event planners helpful wellness tips and information that they can incorporate into their routines, but also provides them with inspiration to consider Greater Palm Springs for their future events.
If you have any questions about these opportunities or would like to discuss further, please contact:
Dana Fury, Marketing Manager | firstname.lastname@example.org | 760.969.1345