Destination Marketing
Visit Greater Palm Springs’ brand campaign “What Will You Find” targeting leisure travelers continued to run in January and February. Target markets included our year-round drive and fly markets and seasonal markets (Los Angeles, San Diego, Phoenix, Las Vegas, San Francisco, Oakland, San Jose, Salt Lake City, Seattle, Eugene, Portland, Denver, Dallas, Boise, Austin, Atlanta, New York, Chicago, Minneapolis, and Houston) in addition to Canadian markets (Vancouver, Calgary, Edmonton, Toronto, and Winnipeg), as well as one-stop markets (Kansas City, St. Louis, Omaha, Washington DC, and Indianapolis).
For the months of January and February:
- Digital advertising amounted to 23.6M impressions
- Television advertising generated 3.9B impressions and 450K spots
- Out-of-home advertising generated 145M impressions
The international campaign promoting Greater Palm Springs in the United Kingdom and Ireland continued to run during this period, with additional results detailed in the drawer below. This advertising generated 11.4M impressions in January and February.
The meetings campaign generated 3.4M impressions promoting the overall “The Oasis is Real” messaging. This campaign includes e-newsletters, content pieces, digital display, and social media along with new meetings video assets.
VGPS is proud to announce the custom episode of BBC Storyworks’ “In Pursuit of Wellness” series launched in early February, which is a collection of stories that explore how cultures and communities have been practicing wellness through centuries and passing the learnings down through generations. In partnership with the Agua Caliente Band of Cahuilla Indians, the documentary-style video is available on the BBC website as well as via the Global Wellness Institute’s channels, including email, social media, website, and media outreach.
Looking Ahead
In addition to these campaigns, VGPS looks forward to producing a new brand campaign (including video and photography), which will debut in Fall 2024. Production will take place at the end of April in partnership with Starfish branding agency.
The second season of the Art & Sol series will debut in early April, featuring several local artists, and will include updated video and blog content, as well as a refresh of the overall Oasis of Art campaign.
A sustainability documentary focusing on conservation efforts in the destination is also planned for production in Spring 2024 in partnership with Zinc Media and Sustainable Travel International.
Additionally, we look forward to launching our annual “Check In, Chill Out” summer campaign in May 2024 with refreshed advertising across all platforms. Production was completed with 10 partners (Agua Caliente Casinos, Agua Caliente Cultural Plaza, City of Desert Hot Springs, City of Indian Wells, JW Marriott Desert Springs, The Living Desert Zoo & Gardens, Omni Rancho Las Palmas, Palm Springs Preferred Small Hotels, The Ritz-Carlton Rancho Mirage, and Tommy Bahama Miramonte) with four non-production partners (Hyatt Regency Indian Wells, Visit Palm Springs, Renaissance Esmeralda Resort & Spa Indian Wells, and Westin Rancho Mirage).
Thank you to our partners for their continued participation in this program. We look forward to launching these new TV spots to promote summer visitation and showcase our destination.
- 2-Year Board Priorities
- Current Agenda & Packet
- President's Summary
- Air Service Updates
- Marketing Updates
- Communications & Film Updates
- Digital Updates
- Social Updates
- Convention Sales
- Pace Report
- Partnership Updates
- Tourism Development
- Research Updates
- Smith Travel Research
- Vacation Rental Data
- Finance
- Past Board Meetings Archive
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Digital
A campaign with Lonely Planet launched in January with a custom article, run-of-site banners, social media amplifications, and native with over 1.4M impressions.
For January and February, Expedia generated nearly 2M impressions and 2,150 clicks from the brand campaign (separate VRBO and Expedia international impressions and clicks are detailed in their respective drawers below). The combined Expedia, VRBO, and Expedia international campaigns resulted in over 14,300 hotel room nights and 12,700 vacation rental room nights booked, for a total of $12M in revenue.
In January and February, the TripAdvisor campaign generated 893K impressions, which resulted in 861 room nights, $291K in hotel revenue and a total economic impact of $764K.
In January and February, Sojern generated 1.4M impressions, and as a result 72 room nights were booked equating to a total economic impact of $140K.
Centro generated 3M impressions. We ran multiple campaigns including our Brand, Oasis of Art, Workforce Development, Benefits of Tourism, Non-Stop Fly and Weather Channel sunshine messaging ads.
Nativo generated 800K impressions, highlighting campaign pages and blog content for Oasis of Art, Benefits of Tourism, wellness, and What Will You Find? brand campaigns.
We continued to run banner ads in IGLTA email newsletters and on the website, reinforcing our LGBTQ+ friendly meetings and leisure messaging resulting in a total of 60K impressions.
BELOW ARE EXAMPLES OF OUR CAMPAIGN CREATIVE DURING THIS REPORTING PERIOD
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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, we have dedicated digital programs that drive to the vacation rental page on the Visit Greater Palm Springs website. In January and February, we dedicated vacation rental programmatic display and native content via Centro and Nativo, highlighting listings and blog content. These digital campaigns generated over 2.5M impressions.Our monthly VRBO campaign for January and February generated 571K impressions and resulted in 11,497 room nights and $5.9M in revenue.
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Television
During the months of January and February, television impressions amounted to 3.9B impressions and 450K spots. Television tactics included cable, connected television, and Canadian Broadcast Network, with additional spend on Disney+ and ESPN.
Television markets included our year-round drive and fly markets and also expanded to include seasonal fly markets (Los Angeles, San Diego, Phoenix, Las Vegas, San Francisco, Oakland, San Jose, Salt Lake City, Portland, Denver, Dallas, New York, Portland, Seattle, Atlanta, Austin, Boise, Chicago, Eugene, Houston, Minneapolis, and Canadian markets including Calgary, Edmonton, Toronto, Vancouver, and Winnipeg). In addition, we are continuing to run television in one-stop markets (Kansas City, St. Louis, Omaha, Washington D.C., and Indianapolis).
EXAMPLES OF TELEVISION SPOTS FROM THIS REPORTING PERIOD ARE BELOW.
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Billboard
For January and February, total billboard impressions amounted to 145M.
Events promoted during this timeframe included The American Express Golf Tournament, Palm Springs International Film Festival, Tour de Palm Springs, Modernism Week, La Quinta Arts Celebration, Galleri Classic, Cathedral City LGBT Days, and more.
EXAMPLES OF BILLBOARDS FROM THIS REPORTING PERIOD ARE BELOW.
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Meetings
Greater Palm Springs meetings media continued in January and February. Throughout the duration, the “Oasis is Real” campaign targeted meeting professionals with the overall goal of motivating group business bookings.
The meetings advertising earned 3.4M impressions and included digital display advertising, content stories, social media, and email blasts via Connect, Conference Direct, Northstar, Small Market Meetings, Cal Meetings & Events, Smart Meetings, AdTheorent and Meetings Today.
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International Marketing
Greater Palm Springs’ international media plan targeting UK travelers continued to run digital and social media advertising in January and February and will continue throughout 2024. During this period, advertising generated 11.4M impressions and over 4K conversions.
An expanded media plan will continue to launch in Q1 in partnership with Brand USA and Visit California throughout Canada, the UK, Germany, Mexico, and France.
EXAMPLES OF INTERNATIONAL MARKETING FROM THIS REPORTING PERIOD ARE BELOW.
If you have any questions about Marketing, please contact:
Colleen Pace, Chief Sales & Marketing Officer
colleen@visitgreaterps.com | 760.969.1347
Dana Fury, Director of Marketing
dana@visitgreaterps.com | 760.969.1345