Situation

In 2010, the Palm Springs, California, was dealing with what every destination was dealing with during the great recession — low visitor rates and a dwindling marketing budget. The goal was to develop a campaign designed to increase overnight visitation to Palm Springs. The campaign was to focus on increasing the number of leisure visitors by communicating the many unique facets of the destination and how they relate to the visitor’s vacation experience. The Bureau of Tourism was seeking a creative advertising campaign concept for a campaign that would be deployed primarily online and in print. The campaign needed to be flexible enough to be adapted for seasonal use and to target multiple audiences, from families to LGBT visitors.

Approach

Palm Springs really does not compare to anywhere else in the world, and the positioning “Like no place else.” helps to create an intriguing attitude. After an initial campaign that took Las Vegas head-on with Palm Springs vs. Las Vegas, the campaign shifted gears into focusing on what makes us different and more meaningful. From mid-century architecture that is preserved and given new life, to outdoor activities that you will want to tell your friends and family about – not keep it a secret. With a light-hearted and down-to-earth voice in copywriting, this campaign created an image of simple elegance and refined entertainment. Campaign elements included print and online banner ads, website messaging, and influenced the public relations efforts. The campaign was designed with a contemporary look and feel tied into the bright and colorful lifestyle of desert living.

Achievements

• Received complete acceptance of all constituents on campaign creative direction
• Named 2010 American Advertising Federation IE Overall Best of Show
• Named 2011 American Advertising Federation IE Gold Award