Greater Palm Springs CVB
The natural beauty and casual luxury of Palm Springs is matched only by its proximity and convenience to several major metro areas. Part of the Greater Palm Springs CVB’s mission is to grow visitor awareness in a way that directly impacts room occupancy and flight demand.
Our team implemented a campaign which, to date, has spanned more than eight years; the plan has featured television, digital, out-of-home, and print initiatives. Strategic overarching placements were made in all direct flight markets including in-flight, designed to capture the attention of frequent regional flyers. Further, our plan targeted the drive markets, developing the saturation that would consistently and reliably secure the Palm Springs area as a top of mind tourism destination.
The Greater Palm Springs CVB invested heavily in advertising dollars, earning much higher than the national average of $54 for every tourism dollar spent. The result: a remarkable ROI. The media plan earned the Greater Palm Springs CVB an astonishing $301 for every tourism dollar the organization invested. This has empowered the CVB to steadily and profoundly build its brand while claiming its place as a preferred tourist destination. One that has, beyond doubt, something for everyone.
The CVB has enjoyed an increase in hotel occupancy, driving demand throughout the entire year to overcome in a robust way the area’s traditional seasonal slump. In fact, Smari Research has shown a noticeable increase in awareness for Palm Springs within large direct flight markets and drive markets.