Destination Marketing
Visit Greater Palm Springs’ “What Will You Find?” campaign continued in 2022 for March and April. Additional brand campaigns that ran during this timeframe included Work Remote in Greater Palm Springs, Safer Together Pledge, Visit California co-op programs, the Greater Palm Springs Wellness Pass, the Greater Palm Springs Trailicious Pass, and the new Benefits of Tourism campaign.
Target markets included seasonal nonstop fly market destinations (Atlanta, Austin, Boise, Chicago, Des Moines, Eugene, Fort Lauderdale, Houston, Indianapolis, Minneapolis, Nashville, New York and Canadian markets) 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).
For the months of March and April, digital advertising amounted to 26M impressions, television advertising generated 2.88B impressions and 382K spots and out-of-home advertising generated 56.7M impressions.
The meetings campaign generated 2.6M 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.
Looking forward, the Summer Chill campaign will launch in May along with campaigns supporting Restaurant Week, the Summer Eats Pass, the Art & Sol series, and a new campaign supporting Workforce Development.
We are also excited to begin our summer co-op television season that will run on cable, KTLA in Los Angeles, and connected television from May-August. Thank you to our 11 co-op partners this year: Agua Caliente Casinos; City of La Quinta; Hyatt Regency Indian Wells Resort & Spa; JW Marriott Desert Springs Resort & Spa; The Living Desert Zoo & Gardens; Omni Rancho Las Palmas Resort & Spa; Palm Springs Preferred Small Hotels; Renaissance Esmeralda Resort & Spa Indian Wells; The Ritz-Carlton, Rancho Mirage; Visit Palm Springs; and The Westin Rancho Mirage Golf Resort & Spa.
-
Digital
Adara ran in March and generated 751K impressions, and as a result 405 room nights were booked equating to $130K in revenue. March was the last month of this campaign.
NEW: We began a campaign with Sojern in April, which replaces the Adara campaign. This generated 777K impressions, and as a result 781 room nights were booked equating to $214K in revenue, along with a total economic impact of $1M.
NEW: The Benefits of Tourism campaign launched in April, targeting local residents with messaging about how the community benefits as a result of our vibrant tourism economy. Digital ads ran on Centro and the Desert Sun, receiving 674K impressions.
NEW: In March, we re-launched the Trailicious Pass to support the health and wellness pillar by promoting hiking trails. This included banner and native ads on Centro, The Desert Sun email blasts and Nativo and amounted to 1.5M impressions.
In addition to the content outlined above for the Trailicious Pass, we also ran Nativo campaigns in March and April promoting signature events and the Greater Palm Springs Wellness Pass, delivering over 559K impressions across key travel and tourism publishers.
For the months of March and April, Expedia generated 2.1M impressions. As a result of this campaign, 22K room nights were booked and $15.8M in revenue was generated.
In March and April, the TripAdvisor campaign generated 783k impressions, which resulted in 3K room nights and $635k in hotel revenue and a total economic impact of $1.6M.
A Travelzoo campaign launched at the end of April including a sponsored story with a landing page featuring partner deals and offers. The campaign generated 42k impressions.
Centro generated 7.3M impressions. We ran multiple campaigns including our Trailicious and Wellness passes, Signature Events, cold weather markets campaign, and our brand campaign.
In March and April, a campaign with Q. Digital Network continued, targeting the LGBTQ+ audience with digital display and video advertising. This campaign generated 356K impressions and will expand to include social media posts, content and e-blasts.
A content program with Locale Magazine continued to run in March with an article on LGBTQ Bars and Clubs in Greater Palm Springs. This generated over 26K impressions and over $14K in revenue.
The Visit California co-op that launched in January with Expedia, Adara, Sojern and TripAdvisor continued in March and April. Combined, the platforms generated 10M impressions and resulted in $7.8M in revenue and 22K room nights.
The Safer Together, Greater Together Pledge campaign ran in March and April to promote the destination’s travel pledge to safety. This campaign generated 619K impressions on Centro and ended on May 3rd.
The Work Remote campaign also continued in March and April, promoting the destination as an ideal location for remote workers. This campaign generated 324K impressions.
Click on a box below for more information.
-
Television
During the months of March and April, television impressions amounted to 2.88B impressions and included 382K spots. Television tactics included cable, connected television and KTLA (Los Angeles). Television markets included the seasonal fly markets in addition to year-round markets.
Click on a box below for more information.
-
Billboard
For March and April, total billboard impressions amounted to 56.7M.
Click on the box below for more information.
-
Radio
No radio advertising ran in March or April 2022.
Click on a box below for previous impressions.
-
Print
No print advertising ran in March or April 2022.
Click on the box below for previous impressions.
-
Meetings
Greater Palm Springs meetings media continued in March and April. Throughout the spring, the “Meetings Mean More” campaign continued to target meeting professionals with the overall goal of motivating group business bookings.
In March and April, meetings advertising earned 2.6M impressions, and included digital display advertising, content stories, social media and email blasts via Centro, USAE, PCMA, Northstar and Smart Meetings.
Click on the box below for more information.
-
Airline
The Toronto nonstop fly campaign ended in March with 4.6M impressions targeting the Toronto market. This campaign began with advertising promoting Flair Airlines, and switched to general flight messaging with the introduction of the Air Canada Toronto route.
Click on a box below for more information.
If you have any questions about Marketing, please contact:
Colleen Pace, Chief Marketing Officer
colleen@visitgreaterps.com | 760.969.1347
Dana Fury, Marketing Manager
dana@visitgreaterps.com | 760.969.1345
