Social Media 

VGPS exceeded all social media goals in 2024 for its Facebook, LinkedIn, YouTube, Pinterest, Instagram, and TikTok channels, resulting in a combined 57M impressions, 16.7M video views, and 265K website clicks for the year. Impressions were reached at 107%, video views at 181% and clicks at 119%. The video view increase is attributed to additional content produced and curated for social media channels such as Instagram Reels and TikTok. The team published over 100 video reels, leveraging short-form content to enhance partner visibility and engage audiences with vibrant storytelling. TikTok contributed 4.4 million video views and 4 million+ impressions to our 2024 goals.

Awareness social campaigns supported Time to Fly, Summer Travel, Escape Your Ordinary, Holidays, Signature Events, and Oasis of Art through organic and paid social media. VGPS also ran paid advertisements on LinkedIn promoting The Oasis is Real meetings campaign, and current events related to convention sales.

The last two columns in the graph above note the 2024 actual numbers both with and without the Live With Kelly & Mark.

Top-Performing Campaigns 

NEW for 2024, VGPS also launched a social media ad campaign in key markets throughout the summer months to align with Pride and LGBTQ+ events in locations like New York, Chicago, and Provincetown, MA. These ads geo-targeted visitors in those markets and then followed up with digital retargeting ads. This campaign generated over 2M impressions using paid social media tactics. 

In September, VGPS launched the “Escape Your Ordinary” social media campaign in support of the overall marketing campaign , reaching over 2M in paid social impressions and 558K video views.

In support of the nonstop flights to Palm Springs International Airport, the social team has relaunched "Time To Fly" ads in 5 markets (Atlanta, D.C., New York, Chicago, and Portland) launching an additional 20+ markets in throughout January. From the few short weeks of running, we have reached over 22K Impressions.  

LIVE with Kelly & Mark had a significant impact on social media numbers in November, with 15 Collaboration posts. The results contributed to over 1M video views (87% of November video views), over 60K engagements (86% for November engagements), and 550K impressions (14.7% of November impressions).

Summer Travel 
The 2024 summer social media campaign is part of a multichannel effort to drive visitation from June through August, including organic summer content and additional promotion of the summer television co-op commercials. The summer social media campaign included an official video launch, utilizing five influencers/content creators in a hero video along with additional social content to resulting in 687K video views.  The short-form co-op content from our 15 summer co-op partners totaled 135K video views. 

Signature Events & Influencer Campaigns
Additionally, coverage of signature events and influencer campaigns significantly added to our social reach in 2024. 

SIGNATURE EVENTS: In 2024, VGPS had success in highlighting signature events in Greater Palm Springs through Reels. These features included Greater Palm Springs Pride, the Cathedral City Hot Air Balloon festival, and Acrisure Series. The posts on social media garnered over 24,000 impressions.

INFLUENCER CAMPAIGNS: In 2024, VGPS worked with influencers to promote Restaurant Week, Summer Travel, family adventures and experiences in Greater Palm Springs, resulting in more than 400K engagements.