Destination Marketing

Visit Greater Palm Springs’ brand campaign “What Will You Find?” continued in January and February, encouraging travelers to explore a variety of accommodations, attractions, events, restaurants, spas, and outdoor activities. Target markets included both our year-round and seasonal markets including Los Angeles, San Diego, Phoenix, Las Vegas, San Francisco, Oakland, San Jose, Salt Lake City, Denver, Dallas, Portland, Seattle, Atlanta, Austin, Boise, Chicago, Des Moines, Eugene, Houston, Minneapolis, and New York, as well as the Canadian markets of Edmonton, Vancouver, Toronto, Calgary, and Winnipeg.

For the months of January and February, digital advertising amounted to 20.1M impressions, television advertising generated 4.2B impressions and 395K spots, and out-of-home advertising generated 122M impressions.

The meetings campaign generated 1.1M impressions promoting the overall “Meetings Mean More” messaging, which includes information on wide open spaces and air service.

To support all the new and returning signature events taking place in our destination this season, promotion was deployed in January and February across social media, blog content, consumer and dining newsletters, and digital billboards. Featured events included the Palm Springs International Film Festival, American Express Golf Tournament, BNP Paribas Open, Taste of Jalisco, El Paseo Fashion Week, Palm Desert Food & Wine, Modernism Week, The Galleri Classic, La Quinta Art Celebration, Cathedral City LGBT Days, and Desert X.

Looking Ahead
In March, a campaign with UK-based agency Finn Partners launches with digital, social, and print/OOH advertising targeting travelers in the UK.

In May, the annual Summer Chill campaign will launch, including the summer television co-op season, with four newly produced commercials.

For Convention Sales marketing, we are excited to produce new meetings video and photography assets with the development of a new campaign, "The Oasis is Real."

Digital

Brand Campaigns
For January and February, Expedia generated 15.1M impressions, inclusive of our brand campaign, our Visit California co-op campaign and an international California DMO co-op that targeted the UK, Canada, France, Germany, and Mexico. As a result of these campaigns, 22.7K hotel room nights were booked for hotels, 30.3K vacation rental room nights were booked, and $33.2M in revenue was generated.

In January and February, the TripAdvisor campaign generated 3.3M impressions, which resulted in $1.2M in hotel revenue and a total economic impact of $3.6M.

In January and February, Sojern generated 4.3M impressions, and as a result 1,468 room nights were booked equating to a total economic impact of $3.6M.

Centro generated 4.5M impressions. We ran multiple campaigns including our Brand, Oasis of Art, Benefits of Tourism, and Workforce Development campaigns.

Travelzoo generated 26K clicks to partner deals and pages.

We continued our Visit California Co-Op campaign in January and February with Expedia, TripAdvisor, and Sojern, generating 5.5M impressions. A total of 17.9K room nights and 11.7M in economic impact was generated.

Vacation Rental
In January and February, dedicated Vacation Rental creative ran across Centro, Nativo, Sojern, TripAdvisor, Expedia, and The Desert Sun. This campaign has served 3.7M impressions.

BELOW ARE EXAMPLES OF OUR CAMPAIGN CREATIVE DURING THIS REPORTING PERIOD
Television

During the months of January and February, our television efforts amounted to 4.2B impressions and 395K spots. Television tactics included cable, connected television, and KTLA (Los Angeles).

Television markets included both year-round and seasonal markets: Los Angeles, San Diego, Phoenix, Las Vegas, San Francisco, Oakland, San Jose, Salt Lake City, Denver, Dallas, Portland, Seattle, Atlanta, Austin, Boise, Chicago, Des Moines, Eugene, Houston, Minneapolis, and New York, as well as Canadian markets: Edmonton, Vancouver, Toronto, Calgary, and Winnipeg).
Billboard

For January and February, total billboard impressions amounted to 122M. This included Greater Palm Springs brand messaging, partner co-ops with Hyatt Regency Indian Wells and Margaritaville Resort Palm Springs, and event support billboards for partners like BNP Paribas Open, Modernism Week, Palm Desert Food & Wine, El Paseo Fashion Week, and more.

EXAMPLES OF BILLBOARDS FROM THIS REPORTING PERIOD ARE BELOW.
Meetings

Greater Palm Springs meetings media continued in January and February. The “Meetings Mean More” campaign continued to target meeting professionals with the overall goal of motivating group business bookings.

These campaigns earned 1.1M impressions, and included digital display advertising, content stories, social media and email blasts via Centro, CVENT, ASAE, MPI, USAE, and Meetings Today.