case study: City of La Quinta
People refer to the City of La Quinta as the Gem of the Desert. No wonder. La Quinta blends its authentic Old Town village charm and history with increasing appeal in both pop culture and the arts. Its affordable luxury is a huge draw for area residents and tourists alike. So, how do you get the word out?
Our approach included a proactive awareness campaign that could connect with the local community and additional tourists for signature events such as Coachella and the BNP Paribas Open as well as residents of regional markets seeking a quick getaway. JNS Next built a campaign comprised of print placements in regional municipal publications in areas such as Los Angeles, Orange County and San Diego, paired with corresponding television and radio placements in those markets. Locally, JNS Next employed a substantial cable TV campaign, supported by targeted radio and print media in key local publications including newspaper, high-end magazines and travel glossies.
Over a period of six months, La Quinta experienced a marked increase in awareness measured by engagement to the official website and a substantial increase in hotel occupancy and room rates. The campaign also produced elevated sales and traffic to local retail, hotels and restaurants, with area business owners providing great, positive feedback. La Quinta has responded in kind, allocating funds to build and expand on the initial campaign.
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