Branding & Creative
City of La Quinta
Considered by many to be the Gem of California’s Desert, the City of La Quinta was losing market share within the tourism sector. Many non-locals assumed the city was an actual hotel, due to its namesake property, the La Quinta Resort & Club, around which the city originally developed. The objective was to refine its brand identity, increase awareness, and develop a cohesive advertising campaign that conveyed the key attributes making La Quinta a premier travel destination.
137,000
UNIQUE VISITORS A MONTH
175,000
PAGE VIEWS A MONTH
Strategy:
Update the previous Gem of the Desert tagline in La Quinta’s brand, leveraging the equity of California in all out-of-market advertising (Gem of the California Desert). Concurrently, we developed an impactful advertising campaign that highlights the many exciting attributes and activities available for tourists of all ages.
Results:
JNS Next developed a robust mix of media comprised of print, digital and television in and out-of-market to increase brand awareness. Quarter after quarter, the client has enjoyed a steady increase in clicks and engagements on the digital side, stronger attendance at signature events within the city, and more press through local media. Google analytics also demonstrate a continuing increase of site visitors from the drive and fly markets that JNS Next specifically targeted.