Destination Marketing
Visit Greater Palm Springs’ summer “Check In. Chill Out.” campaign ran throughout months of June, July and August across all media platforms. The target markets for summer marketing have been expanded into feeder fly markets including San Francisco, Oakland, Salt Lake City, Denver, Dallas, Portland and Seattle in addition to our drive markets of LA, San Diego, Las Vegas, and Phoenix.
During this period, television advertising generated 7.98B impressions and 489K spots which included brand campaign as well as Summer Chill partner co-op campaigns with the Hyatt Regency Indian Wells, Renaissance Esmeralda Resort & Spa Indian Wells, Westin Mission Hills Golf Resort & Spa, The Ritz-Carlton Rancho Mirage, Omni Rancho Las Palmas, City of Palm Springs and the City of La Quinta.
During this period, digital advertising amounted to 52.6M impressions and out-of-home advertising generated 103.4M impressions.
The meetings campaign generated 3.1M impressions promoting the overall message of “Meetings Mean More” in Greater Palm Springs.
The Summer Eats campaign, promoting local restaurants in Greater Palm Springs, generated 11.1M impressions and 2,821 check-ins to restaurants . COVID-19 public service announcements including Vaccination, Greater Together, and Hospitality Relief/Foundation generated 83M impressions.
STR data for June, July, August for Greater Palm Springs reporting strong occupancy numbers just shy of 2019 levels at 51% compared to 52.4% in 2019. Summer ADR reporting record breaking growth up over 25% from 2019 levels at $155.31, the highest summer ADR on record.
Results for airport visitation to Greater Palms Springs has record numbers of passenger traffic to PSP. Combined traffic for June, July, and August 2021 was 188,644 onboards, which was the highest figures PSP has ever seen in the summer. PSP was also in the top 20 in terms of seat growth (by percentage) for U.S. markets this summer comparing 2021versus 2019.
Location data from out Uber Media report top fly markets for summer travel include San Fransico, Seattle, Sacramento, Dallas, and Phoenix.
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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.
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.
For the months of September and October, Expedia generated 2.2M impressions. As a result of this campaign, 12.3K room nights were booked and $10.8M 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 5.8M impressions, and as a result 217 room nights were booked equating to $114.4k 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.
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.
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. For the months of July and August, 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
No airline advertising ran in September or October 2021.
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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
