DESTINATION MARKETING
The Destination Marketing department leads all marketing initiatives set forth by Visit Greater Palm Springs (Visit GPS) 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.
Priorities for the marketing department include targeted advertising plans for leisure travelers and the convention sales market, in addition to specific seasonal campaigns such as Oasis of Art, Vacation Rentals, Workforce Development, and Restaurant Week. These campaigns include a well-rounded mix of higher and lower funnel tactics, including television, out-of-home, digital advertising and social media. In addition, the marketing department also manages partner television co-op advertising and co-op programs with Visit California and Brand USA.
Visit GPS's marketing efforts also include robust international advertising campaigns with Finn Partners in an effort to reach UK and Ireland travelers, as well as international co-ops through Visit California and Brand USA in order to reach consumers in the UK, France, Mexico, and Germany.
For more details on these campaigns, please expand the individual drawers below.
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Escape Your Ordinary - Brand Campaign
Visit Greater Palm Springs' brand campaign "Escape Your Ordinary" runs from September through April annually. Target markets included our year-round drive/fly markets and seasonal fly / one-stop market, including Los Angeles, San Diego, Las Vegas, Phoenix, San Francisco, Seattle, Portland, Chicago, Minneapolis, Indianapolis, New York, Dallas, Denver, Atlanta, Houston, Austin, Kansas City, St. Louis, Omaha, Washington D.C., Boise, Eugene, Oakland, San Jose, and Salt Lake City. Our Canada markets included Vancouver, Edmonton, Calgary, Toronto and Winnipeg.
This campaign is deployed across all media plan programs, including OTAs, digital platforms, television, video, out-of-home, social media, and print. -
Born to Chill - Summer Campaign
Visit GPS's annual summer campaign includes branded television spots, partner co-op television spots, digital outdoor billboards, social media, and campaigns with partners like Expedia, TripAdvisor, Travelzoo, Sojern, Palm Springs Life, Cadent, and more. The summer campaign also includes promotion of the Summer Eats Pass, which features offers and deals from local restaurants in Greater Palm Springs.
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Television
Visit Greater Palm Springs' television campaign includes drive and year-round fly markets during the summer season, and expands in the fall to include all seasonal fly markets.
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Online Travel Agency (OTA) Campaigns
Online travel agency (OTA) partners like Expedia/VRBO, TripAdvisor, and Travelzoo are a core part of Visit GPS's marketing efforts year-round. Campaigns include digital advertising across these platforms and dedicated efforts focusing on driving bookings, such as summer campaigns with VRBO to promote vacation rental stays, and seasonal Travelzoo partner promotion pages that promote offers from hotels and attractions.
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Digital & Content Programs
Digital display, video, native, and content advertising programs support all of Visit Greater Palm Springs' advertising campaigns, including year-round Brand creative, partner co-op advertising, and campaigns that support destination pillars such as the Summer Eats Pass, Restaurant Week, Workforce Development, Oasis of Art, and more.
Programmatic display, native, and video advertising runs platforms like Cadent, Sojern, Perion, Locale Magazine, Palm Springs Life, Dogtrekker, Weather Channel, Pandora/Spotify, Hopper, Clicktivated, SpaFinder and more throughout the year to drive awareness and consideration for the destination. -
Visit California Co-Op Programs
Visit Greater Palm Springs actively participates in Visit California's cooperative advertising programs in an effort to maximize advertising dollars across key platforms like Expedia, Sojern, and TripAdvisor.
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Social Media
Visit GPS's social media efforts include engaging and captivating audiences through strategic social media channels, including VisitGreaterPS, dineGPS, VisitCADesert, and TeamGreaterPS.
Through video short-form content, we invite travelers to explore the vibrant facets of our destination by curating first-person perspectives and user-generated content. By collaborating with influencers/content creators, Visit GPS is able to reach new audiences on various platforms and highlight pillars like health and wellness, outdoor adventures, arts and culture, and culinary experiences.
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Local Campaigns
The Benefits of Tourism campaign includes digital display advertising deployed with the goal of educating local residents about the benefits that tourism provides to the local community, including essential services like fire and police departments, increased tax revenue for cities, and support of restaurants, business, and local events.
Our local Workforce Development campaign aims to educate Coachella Valley residents and students about career options in the tourism and hospitality industry in our destination. This campaign includes both English and Spanish languages via digital, out-of-home, social media, and radio advertising to reach locals with inspirational stories, job listings and educational opportunities, as well as information about the benefits of working in the hospitality industry.
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Convention Sales
Visit GPS has a robust advertising campaign to support meetings and events in the destination, including programs and strategic partnerships with associations, organization, and publications like ASAE, CalSAE, Conference Direct, Connect, CVENT, Helms Briscoe, Maritz, Meetings Today, MPI, Northstar Meetings, PCMA, Smart Meetings, and USAE.
Digital advertising also runs across platforms like Cadent, Nativo, Clicktivated, Perion, LinkedIn, and more to target meeting planners and decision-makers during their regular online behaviors. These efforts utilize our "The Oasis is Real" campaign messaging, focusing on our destination's unique attributes like outdoor meeting spaces, sunny weather, and variety of hotels, resorts, and venues.
If you have any questions about these opportunities or would like to discuss further, please contact:
Dana Fury, Director of Marketing | dana@visitgreaterps.com | 760.969.1345
