2022 Destination Marketing Impact

The Destination Marketing department leads all marketing initiatives set forth by Visit Greater Palm Springs (VGPS) and works collaboratively with the Brand Marketing, Destination Development, Partnership & Community Engagement, Convention Sales, and Tourism Development teams to ensure an effective and cohesive message across all media elements.

The objective of VGPS’ marketing campaigns was to build awareness of Greater Palm Springs as a destination of choice for leisure travelers and meeting planners. This included higher-funnel tactics like television and billboard advertising, as well as lower-funnel digital advertising programs. 

Consumer advertising programs included television (Spectrum Cable, KTLA in Los Angeles, and connected television) as well as out-of-home, print, OTA platforms (Expedia, TripAdvisor, Travelzoo), and digital across platforms like Centro, Sojern, Nativo, Pink Media, Pandora, Locale Magazine, SpaFinder, and more.

Meetings-focused digital, social, print, and e-mail advertising ran across several publications like Smart Meetings, Connect, and Northstar Meetings. 

New consumer-facing campaigns in 2022 also include the launch of dedicated vacation rental promotion, including a Work Remote campaign, and the Oasis of Art campaign to support our arts & culture pillar.

Additional content programs were also created in partnership with Visit California and AEG, and with Brand USA’s United Stories program. AEG’s program included a four-part series hosted by country artist Ingrid Andress, promoting murals/public art, hot springs, and the Coachella and Stagecoach music festivals and was deployed across digital channels, social media, and on AEG’s “waiting room” where ticket purchasers are exposed to ads as they queue. Brand USA’s United Stories campaign featured a multigenerational family from the UK to support international recovery and inspire UK travelers. This content ran on Brand USA's custom page and across YouTube and social media. 

In addition, 2022 included the launch of several new campaigns aimed at local Coachella Valley residents, including ongoing campaigns highlighting the Benefits of Tourism and Vacation Rentals and Workforce Development.

Over 25B impressions were generated across digital, out-of-home, print, and television in 2022, and over 2.2M television spots aired. Digital media, which is pixeled and tracks people exposed to advertising over a 60-day window, showed over $11.5M in hotel revenue generated and over 12K flight bookings as a result of our efforts.

Co-op advertising increased in 2022 with six partners participating in our digital and billboard opportunities, and a total of 11 partners for our summer co-op television season. This is a 57% increase over our television partners in 2021.