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.


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.


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.

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