Palm Springs Bureau of Tourism
Impressions of Palm Springs always include alluring images of swaying palm trees, blue pools, vibrant sunsets, golf, tennis and more. Yet the Bureau of Tourism had a quest to capitalize on the area’s significant assets and amenities while it sought to increase engagement on its website that could attract affluent adults and LGBT tourists. The goal was to inspire visitors in these specific market segments to envision — and book — the desert for their next getaway.
JNS Next built a long-term digital awareness plan that encompassed all media platforms. The team targeted with intentionality the Palm Springs drive markets of Los Angeles, Orange County and San Diego; the direct flight markets of Seattle, Portland, San Francisco, Denver, Dallas, Chicago, Minneapolis, NYC, Vancouver, Calgary, Edmonton and Toronto; and used an LGBT-specific creative campaign paired with selected national, regional and niche publications to compel bookings.
The Bureau of Tourism began seeing a substantial boost in engagement for its website within the first quarter, and subsequent incremental increases year over year. Overall brand awareness and cache also deepened, with powerful statistics that have substantiated the outcome.