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.
The objective of Visit GPS' 2021 advertising campaign was to build awareness of the Greater Palm Springs brand as a travel destination. This included higher-funnel tactics like television and billboard advertising, as well as lower-funnel digital advertising programs.
Television included Spectrum Cable, KTLA in Los Angeles, and connected television, which is served to a more targeted audience across streaming devices like Apple TV, Roku, and Amazon Fire TV Stick. Billboards ran year-round in the Los Angeles and San Diego markets, and seasonally in fly markets like San Francisco, Dallas, Chicago, and Minneapolis.
Digital advertising in 2021 included OTA platforms like Expedia, TripAdvisor, and Travelzoo. In addition, digital programs also ran on Centro, Adara, Q. Digital (targeting LGBTQ+ travelers), SpaFinder, Nativo, AARP, Pandora, and Weather Channel.