case study: Palm Springs Bureau of Tourism
The quest was to capitalize on the area’s significant assets and amenities. When you say Palm Springs, almost everyone has an alluring picture of swaying palm trees, refreshing pools, vibrant sunsets, golf, tennis and more. The Bureau of Tourism sought to increase engagement on its website so that affluent adults and LGBT tourists would envision — and book — the desert for their next getaway.
Beginning in 1999, our team 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 as well as the vehicle of selected national, regional and niche publications.
The Bureau of Tourism began seeing a positive boost in engagement for its website within its first quarter, and subsequent incremental increases year after year. Overall brand awareness and cache also deepened, with powerful overall statistics.
Other prominent achievements:
Print Impressions: 1,609,869, Online Impressions: 22,079,609, Online Clicks: 121,182.
Print Impressions: 42,993,757, Online Impressions: 33,167,228, Online Clicks: 296,673.
Print Impressions: 68,943,826, Online Impressions: 39,151,637, Online Clicks: 371,179
Print Impressions: 425,286,007, Online Impressions: 183,746,927, Online Clicks: 1,562,425
Print Impressions: 479,218,583, Online Impressions: 190,904,066, Online Clicks: 2,216,826
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