The Greater Palm Springs Convention & Visitors Bureau Extends Its Brand
with a Song Crafted for the Destination
GREATER PALM SPRINGS, CA – February 26, 2019 – What does it mean to find your own oasis? For visitors to Greater Palm Springs, it could mean unwinding poolside or enjoying a mountainside hike; playing a round of golf or taking a jeep tour through the wilderness; exploring midcentury modern architecture or reveling under the open sky at a music festival. But what’s common to all is that every experience unfolds exactly as each visitor needs it to.
To capture this “oasis” brand essence in a way that would reach all audiences, the Greater Palm Springs Convention and Visitors Bureau (CVB) worked with the gifted artistic team Echoer to create a sound whose music represents the voice, culture, experience, identity and positioning of the destination.
“We wanted to embody the spirit of Greater Palm Springs in a way that offers emotional appeal yet that’s grounded in what visitors here actually experience,” said Jeff Miraglia, CVB Chief Creative Officer. “Music is a part of the Coachella vibe and culture of Greater Palm Springs; it’s a big part of who we are.”
Miraglia notes that brand recall among consumers becomes higher with a song. “Find Your Own Oasis” was created in the spirit of the “I Love New York” campaign and other brand jingles of the 1970s but updated for today’s consumer. “Not only do we utilize beautiful pictures in our spots, but by also using the song we deliver our brand message in a way that captures the ‘chill factor’ of the destination,” Miraglia said.
The song becomes part of the destination’s larger awareness efforts. “Our Greater Palm Springs brand is composed of what touches the senses,” Miraglia said. “Not only do you see our brand through our video series and ads, but now you can also hear our brand. Knowing what our visitors really want and what they truly appreciate in the most authentic way is what we’re delivering. We’re speaking about our destination impactfully and emotionally by using music.”
“Find Your Own Oasis” was released in 2018 and is available on iTunes for $.99. All proceeds for the song benefit the Greater Palm Springs Tourism Foundation, which provides scholarships for students in the hospitality field.
To watch a behind-the-scenes video of the making of the song, check out VisitGreaterPalmSprings.com/find-your-own-oasis/. The video was directed by Harry Karidis.
“Find Your Own Oasis” is the second song released by the Greater Palm Springs CVB. In 2016, it released “Chasin’ My Troubles Away,” written by songwriters Tim Nichols and Chris Stevens. Proceeds of that song benefited St. Jude Children’s Research Hospital.
Echoer is a Los Angeles-based music group that includes Keeley Bumford (vocalist/musician/composer), Damien Heartwell (musician/composer) and Tom Seufert (producer). They created the song in 2016 for an ad campaign of the Greater Palm Springs Conventions & Visitors Bureau and recently completed a full-length version.
Keeley Bumford is a Los Angeles-based composer and singer whose credits include Apple, Disney, Coca-Cola, The CW, Uniqlo and Lexus.
Damien Heartwell is a Los Angeles-based composer. His credits include Nike, Infiniti, Honda, Kia, Disney and Ubisoft.
Tom Seufert is the creative director of Visual Music, a boutique music house with an elite roster of world-class composers, emerging artists and hit songwriters. Clients include BMW, Disney, AT&T, Chrysler and Home Depot.
About Greater Palm Springs:
The Greater Palm Springs Convention & Visitors Bureau (CVB) is the official tourism marketing agency for the nine-city oasis of Palm Springs, Desert Hot Springs, Cathedral City, Rancho Mirage, Palm Desert, Indian Wells, La Quinta, Indio and Coachella. Supporting the local $6.4 billion tourism economy, the CVB serves over 2,000 business partners, providing sales, marketing and promotional efforts targeted to potential leisure and convention group markets. For more information on Greater Palm Springs, visit www.visitgreaterpalmsprings.com.
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