Destination Marketing

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January – February 2026

For the months of January and February, Visit Greater Palm Springs’ marketing efforts delivered strong visibility across multiple channels and campaigns, totaling over 5.63B impressions across all tactics.

Target markets included our year-round drive markets (Los Angeles, San Diego, Las Vegas, Phoenix, and San Francisco), along with seasonal and one-stop fly markets (Seattle, Portland, Chicago, Charlotte, Minneapolis, Indianapolis, New York, Dallas, Denver, Austin, Washington DC, Omaha, Oakland, St. Louis, San Jose, Salt Lake city, Vancouver, Toronto, Winnipeg, Edmonton, and Calgary).

Visit Greater Palm Springs continued promoting the "Escape Your Ordinary” brand campaign in January and February across all channels, capturing attention in key markets. VGPS also launched the “Spring Getaway” campaign across digital and social platforms to promote spring travel to the destination.

Digital advertising totaled over 27M impressions, while television campaigns reached over 5.2B impressions with more than 468K spots. Out-of-home advertising delivered 138M impressions. Convention sales advertising programs generated over 3.5M impressions utilizing the “Oasis is Real” messaging.

Our “Escapes” video series was further distributed with inclusions across our social channels, consumer newsletter, website and blog content, as well as across media plan channels with paid native placements, digital video, connected television, OTA promotion, and more.

Highlights from the beginning of 2026 include hosting Expedia’s annual Ambassador Summit, held at the Parker Palm Springs in February. The Summit included nearly 30+ content creators and influencers with a combined reach of over 11M experiencing Greater Palm Springs via attractions and hosted events, including experiences at the Palm Springs Aerial Tramway, Modernism Week, and the Living Desert Zoo and Gardens, as well as dinner at a vacation rental property. As part of a partnership with Mattel, Expedia also hosted Ken as an additional “content creator” attending the Summit.

In February, a co-op advertising campaign in partnership with Porter Airlines was launched, including a dedicated e-mail blast to Porter subscribers promoting travel to PSP from Toronto, as well as social media ads on Facebook and Instagram promoting flights.

Our annual summer television co-op production took place in March with five partners receiving new spots – Agua Caliente Casinos, Agua Caliente Cultural Plaza and Spa at Sec-He, Omni Rancho Las Palmas, The Ritz-Carlton Rancho Mirage, and The Living Desert Zoo and Gardens. Continuing co-op partners utilizing existing spots include City of Indian Wells, Palm Springs Preferred Small Hotels, BMW Performance Center, Grand Hyatt Indian Wells, Visit Palm Springs, Fantasy Springs, and Westin Rancho Mirage. We look forward to launching these spots in May as part of our summer campaign efforts to continue to drive off-peak visitation with engaging messaging that resonates with both new and returning travelers.

LOOKING AHEAD

Our new summer campaign, “Play for Days,” will include production of video and photo assets in partnership with our agency, JNS Next and production company Voda Films. This campaign will include updated creative assets deployed across our media channels, new television spots, and a dedicated summer social media campaign. Production is scheduled in March and April, with the campaign set for launch in early to mid-May through early September.

A Spring Getaway campaign launched in March with updated digital and social media assets running on select channels, promoting partner hotels, resorts, and vacation rentals during the spring months.

As the Exclusive Travel Partner Sponsor of TED2026 in Vancouver this April, we are excited to be including select health and wellness partners as part of our branding of TED’s Restore Lounge. The expanded sponsorship also includes a “Dine Around” dinner for C-suite leaders, enhanced social media exposure, and a content production and promotion package featuring long and short-form video distributed across TED’s owned channels, which will be filmed in the destination later this spring.

With the 2026 FIFA World Cup driving international and domestic visitation and awareness to Los Angeles as a key host city, Greater Palm Springs is uniquely positioned to promote the destination to travelers. We have built an overall World Cup strategic plan to drive incremental pre-and-post-match bookings, grow international visitation and awareness, and highlight partner packages. Targeting will include both international and domestic markets with a dedicated landing page on our side, paid media strategy including social media, video, native and sponsored content, public relations, and partner engagement by amplifying hotel packages, spa experiences, golf, and more.

Greater Palm Springs Restaurant Week will be promoted starting in April with a wide range of tactics including an updated television spot. The campaign will include a mix of television, out-of-home, digital, streaming audio, social, and print tactics to reach audiences locally and in the drive markets.

Digital
In January and February:
- Expedia generated over 7.2M impressions inclusive of all campaigns, including our "Escape Your Ordinary” brand campaign, VRBO, and Visit California co-ops. As a result of these efforts, over 20K hotel room nights and 17.7K vacation rental room nights were booked for a total of $5.89M in hotel revenue, resulting in a total economic impact of over $15M.
- Tripadvisor generated over 3M impressions, which resulted in $1.5M in hotel revenue and a total economic impact of $3.68M inclusive of all campaigns, including our brand campaign, vacation rentals, and Visit California co-op advertising.
- Sojern generated 1.86M impressions, which resulted in 779 room nights booked, generating $2.37M in economic impact for the Greater Palm Springs area.
- Our Travelzoo partner promotion campaign continued and resulted in 30K impressions and over 2,722 partner clicks.
- Basis programmatic campaigns generated 4.85M impressions and 3,173 clicks across multiple campaigns, including our Escape Your Ordinary Brand Campaign as well as other initiatives such as Oasis of Art, Spring Getaway, and weather-triggered campaigns.
- Nativo’s native advertising platform generated 1.17M impressions and 2,350 clicks, highlighting display, articles, stories, and videos for our Escape Your Ordinary brand campaign.
- Content programs ran across key travel sites like Sunset Magazine and DogTrekker, highlighting destination pillars and vacation rentals. Sunset generated 84K impressions and 302 clicks, while DogTrekker resulted in 807K impressions and 14.7K clicks.
- Our AFAR digital OOH and connected television digital campaign promoted the Escape Your Ordinary brand campaign and resulted in 423K impressions and 471 clicks.
- Clicktivated’s interactive video program supported our Escape Your Ordinary brand campaign with a clickable video, generating over 459K impressions and 6,444 clicks while showcasing unique destinations in Greater Palm Springs.
- Our Hopper brand campaign included push notifications and a destination tile served on Hopper’s mobile platform. These placements generated 2.57M impressions and 23K clicks that resulted in 519 hotel bookings and $242K in hotel revenue.
- Our domestic co-op campaigns with Visit California, utilizing our Escape Your Ordinary messaging, continued to run across Sojern, Cadent, Expedia, and TripAdvisor, generating 8.58M impressions and 28.5K clicks.
- Our Oasis of Art Campaign ran via Basis, highlighting midcentury modern art and architecture ahead of Modernism Week, generating 561K impressions and 263 clicks.
Vacation Rentals

Vacation rentals are incorporated into our overall consumer marketing campaign year-round. This includes television spots, out-of-home, social media, digital video content, and blog content/articles. In addition, dedicated digital programs run across platforms like Basis, Nativo, and Sunset Magazine.

In January and February, our VRBO vacation rental campaign generated over 1.4M impressions and 1,187 clicks, which resulted in over 16K vacation rental nights for a revenue of over $8.4M.
Television

In January and February, television campaigns amounted to over 5.2B impressions with over 468K television spots aired.

Television tactics included cable, connected television, KTLA (Los Angeles), and the Canadian Broadcast Network, with markets included our year-round and seasonal drive and fly markets (Seattle, Portland, Chicago, Minneapolis, Indianapolis, New York, Dallas, Denver, Austin, Washington DC, Oakland, San Jose, Salt Lake City, and Canada).

A winter television co-op campaign promoting the BNP Paribas Open generated 402M impressions across 6,180 spots from December through February, and will continue to run through the end of the event.
Billboard

For January and February, total billboard impressions amounted to over 138M impressions across key drive and fly markets.

Events promoted during this timeframe included The American Express Tournament, Southwest Arts Festival, La Quinta Arts Festival, Modernism Week, Coachella Valley Invitational, Cathedral City LGBT Days, El Paseo Fashion Week, Palm Desert Food & Wine, Tour de Palm Springs, Palm Springs International Film Festival, and BNP Paribas Open.

EXAMPLES OF BILLBOARDS FROM THIS REPORTING PERIOD ARE BELOW.
Meetings

Greater Palm Springs meetings media continued in January and February with “The Oasis is Real” campaign that targets meeting professionals with the overall goal of motivating group business bookings.

Meetings advertising totaled over 3.5M impressions and 14K clicks via rich media units, content articles, digital video placements, social media, e-mail blasts, display banners, and native advertising via Basis, Cadent, Conference Direct, Connect, Nativo, Northstar and Meetings Today.

Our Time to Fly Meetings Campaign, promoting non-stop flights to PSP in the Charlotte, Newark, and Washington DC markets via Basis, generated 328K impressions and 142 clicks.
International

Greater Palm Springs’ international media plan targeting the UK/Ireland travelers continued to run in January and February, generating XXXM impressions and over XXXK clicks.

International digital Optimized Audience campaigns with Brand USA launched in the UK and continued running in Mexico and Canada. Additional programs in Germany and France will launch later this spring.

A digital, social, and email marketing campaign with Air Miles, one of Canada’s largest airline rewards programs, ran in November and December, delivering a total of 6.37M impressions and over 11.7K clicks.

A campaign with Price Travel, one of the most recognized partners in the Mexico market, launched in February and will run through April. In addition to digital, email, and social media promotion across Price Travel’s channels, Visit Greater Palm Springs will also conduct a webinar to Mexico market travel agents to promote the destination.