Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program? With new air service from key market Atlanta into Palm Springs International Airport (PSP) launching just ahead of the high season, the Greater Palm Springs CVB looked to the agency to build buzz and create an emotional connection to Atlantans, encouraging them to “Find Your Oasis” (the destination brand slogan) and showcasing the destination’s wellness offerings. The ultimate goal was to promote the new flight and drive bookings. To do this, we partnered the CVB with the highly trafficked Lenox Square Mall in the affluent Buckhead area to create an oasis experience for shoppers. We installed a fully custom, interactive pop-up during the busy holiday shopping season, Dec. 11, 2019 - Jan. 5, 2020 which coincided with the launch of the new Delta service. Looking to make it the "WELLEST" holiday shopping season yet for Atlantans, the oasis aimed to offer a respite from the shopping frenzy. It included a complimentary vending machine dispersing WELLness goodies, as well as a relaxing lounge complete with comfy furniture, mobile charging stations and coloring activities for children. The interactive vending machine proved to be the star of the show. The eye-catching 8’x8’ branded cube showcased stunning scenes from across the destination, highlighting various wellness offerings. Throughout the installation period, brand ambassadors invited participants to interact with the cube’s digital display that had a quiz to determine each person’s “wellness persona” and help them find their oasis. Their personalized oasis could range from spa days to hitting the links to mountain hiking and more and included corresponding information of activities and amenities to enjoy throughout Greater Palm Springs as well as a branded parting gift that ranged from golf towels to sunglasses. To further amplify the launch and hear first hand about the newest offerings in Greater Palm Springs, Atlanta area media were invited to attend a special preview event and find their oasis.

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)The ATL --> GPS pop-up activation promoting the new nonstop flights from Atlanta to Palm Springs raised awareness of the destination and helped to drive flight bookings. We had 37,400 impressions from passersby, 3,850 engagements (either an interaction with one of the brand ambassadors at the cube or someone who took the “wellness persona” quiz), 2,593 branded takeaway gifts distributed and 305 emails collected. Average engagement time was seven minutes per person. Furthermore, the campaign resulted in media coverage of the pop-up from Patch.com, WDUN radio, DiscoverAtlanta.com, Atlanta.net, Marietta Daily Journal online, AtlantaBuzz.com and more. Additionally, 10 media attended the preview event. Coverage resulting from the media introduction to the destination included a round-up of Greater Palm Springs must-do activities on TravelBagswith Annita.com, with one writer taking a subsequent trip to the destination in February, resulting in a feature story in Simply Buckhead magazine. COVID-19 lockdowns prevented additional planned media visits. Media impressions were more than 346,010. Considered a successful launch, the 16 round-trip ATL flights that operated in December 2019 resulted in a 90.63% load factor – the highest load factor market for PSP in that month. By direction, ATL-PSP was 92.03% and PSP-ATL was 89.22% showing traffic was from an inbound market.

Project Analysis: Please provide a brief background on the project and your company efforts to demonstrate good corporate citizenship in the areas of community involvement, environmental, or socially responsible practices.

Objectives and Goals: What did organization set out to achieve in undertaking this project in CSR? What were the goals you set to measure your success?

Results: How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR.

Leadership: Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting corporate social responsibility in the travel and tourism industry?

Situational Analysis: Please provide a brief background on the initiative and the problem, challenge or issue you were seeking to address in the areas of developing emerging talent and engaging existing talent to meet the demands of your business.

Goals: What did your organization set out to achieve in undertaking this initiative? What obstacles did you encounter?

Results and Impact: What results had the greatest impact on your target audience? Please comment on the process and the outcomes. What measures were used to determine success?

Situational Analysis: Please provide a brief background on the initiative and the nature of the issue you were trying to impact.

Goals: Clearly state your goals. What did you strive to achieve with this initiative?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the initiative?

Goals: Clearly state your marketing goals and audience. What did you strive to achieve using this piece or program?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)

Entry TitleATL --> GPS to “Find Your Oasis”

DivisionPublic Relations - NEW OPENING/LAUNCH

CategoryPublic Relations