Destination Marketing
Visit Greater Palm Springs’ “Check In. Chill Out.” campaign continued to run in September. In October, the new “What Will You Find?” campaign debuted for the fall and winter season.
Target markets were also expanded in October to include seasonal nonstop fly market destinations. In addition to the year-round markets (Los Angeles, San Diego, Phoenix, Las Vegas, San Francisco, Oakland, San Jose, Salt Lake City, Denver, Dallas, Portland and Seattle) target markets now also include Atlanta, Austin, Boise, Chicago, Des Moines, Eugene, Fort Lauderdale, Houston, Indianapolis, Minneapolis, Nashville, New York and Canadian markets.
For the months of September and October, digital advertising amounted to 16M impressions, television advertising generated 6.08B impressions and 538K spots and out-of-home advertising generated 136.7M impressions.
The meetings campaign generated 1.3M impressions promoting the overall “Meetings Mean More” messaging, which includes information on safety/vaccination rate in the destination along with wide open spaces and air service.
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Digital
NEW: In October, a new campaign with Q. Digital Network launched, targeting the LGBTQ audience with digital display advertising. This campaign generated 65K impressions since its launch in October and will expand to include social media posts, video, and e-blasts.
For the months of September and October, Expedia generated 2.2M impressions. As a result of this campaign, 15.5K room nights were booked and $16.1M in revenue was generated.
In September and October, the TripAdvisor campaign generated 846K impressions, which resulted in 1.3K room nights and $913K in revenue.
Adara generated 1.4M impressions, and as a result 187 room nights were booked equating to $122.5K in revenue.
Centro generated 2.3M impressions.
The fall Travelzoo campaign launched in October with a landing page featuring partner deals and offers. The campaign has generated 2.3M impressions.
SpaFinder, a health and wellness initiative promoting partner spa deals, concluded in October. 1.5M impressions were generated in September and October.
Our Visit California Co-Op Campaign ran in September for Expedia, TripAdvisor, Sojern and Adara and amounted to 5.2M impressions. We plan on resuming the Visit California Co-Op program in January after seeing great success this year.
The Safer Together, Greater Together Pledge campaign ran in September and October continuing to promote the destination’s travel pledge to safety. This campaign generated 1.17M impressions on Centro.
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Television
During the months of September and October, television impressions amounted to 6.08B and included 538K spots. Television tactics included cable, connected television and KTLA (Los Angeles). In October, television markets were expanded to include the seasonal fly markets in addition to year-round markets.
Canadian Broadcast Network also began during this period and has amounted to 291M impressions and 78K spots.
COVID-19 response campaign public service announcement television spots promoting vaccinations in September and October amounted to 29M total impressions and 3.2K total television spots.
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Billboard
For September and October, total billboard impressions amounted to 136.7M.
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Radio
No Radio advertising ran in September or October 2021.
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Print
No Print advertising ran in September or October 2021.
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Meetings
Greater Palm Springs relaunched meetings media in April 2021. Throughout the summer and into fall, the “Meetings Mean More” campaign continued to target meeting professionals with the overall goal of motivating group business bookings.
In September and October, meetings advertising earned 1.3M impressions, and included digital display advertising via Centro, USAE, Northstar and Smart Meetings.
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Airline
NEW: A Flair Airlines-specific campaign launched in late October to support a new route to Greater Palm Springs from Toronto, Canada. Digital advertising via Centro generated 324K impressions.
The Southwest Airlines campaign that launched in July continued in September and October targeting key flight markets on Expedia and Centro, generating 5M impressions during this period.
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If you have any questions about Marketing, please contact:
Colleen Pace, Chief Marketing Officer
cpace@gpscvb.com | 760.969.1347
Dana Fury, Marketing Manager
dfury@gpscvb.com | 760.969.1345
