Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
For more than a century, Greater Palm Springs has captured the hearts and imaginations of countless artists, who found inspiration in our beautiful sun-kissed landscape and endless creative energy, from Hollywood actors and screenwriters to groundbreaking modernist architects. Today, the destination’s arts-and-culture scene is more diverse and dynamic than ever, with a growing number of artists calling this inspiring Southern California oasis home. The challenge we, as destination marketers, faced: How could we support our local artists while building awareness of our vibrant art scene?
Many are familiar with the world-famous Coachella Valley Music & Arts Festival, which brings newly commissioned and iconic art installations to Greater Palm Springs every year, as well as our treasure trove of midcentury modern architecture — but there’s so much more to our destination’s cultural identity that people simply aren’t aware of: valley-born fashion designers fusing their African heritage with midcentury modernism, members of the local LGBTQ+ community uplifting the vibrant and inclusive art form of drag, pop art muralists painting the town (literally). The list goes on.
Our primary objective with the "Art & Sol" project was to showcase and support the vibrant arts and culture scene of Greater Palm Springs while raising awareness among locals and visitors. We aimed to highlight the multifaceted creative energy that defines our destination and to forge a stronger connection between local artists and the broader community.
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)
To accomplish our goals, Visit Greater Palm Springs collaborated with Part-Time Genius, led by filmmaker and content creator Stephen Snavely. We crafted a compelling video series that provided an intimate view into the lives and creative processes of various local artists. "Art & Sol" introduced a diverse range of artists, including an illustrator, a muralist, a fashion designer, and a drag queen, who shared their unique perspectives on shaping the cultural identity of Greater Palm Springs.
The series' approach centered on authentic storytelling, combining candid interviews with artistic visuals that resonated with each artist's essence. This strategy fostered a strong connection between the viewers and the showcased artists, reflecting the genuine passion they felt for Greater Palm Springs as a source of inspiration.
The success of "Art & Sol" was evident through its impressive reach across social media platforms and digital ad placement. The video series garnered more than 850,000 views on platforms such as YouTube, Instagram, Facebook, and TikTok. This widespread engagement validated our assumption that people are genuinely interested in the stories behind Greater Palm Springs artists and their creative journeys
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
The "Art & Sol" project not only achieved its intended goals of celebrating local artists and their impact on the community but also demonstrated a positive return on investment. By generating more than 850,000 video views to date, the series effectively captured the attention of a wide audience, showcasing the authenticity and diversity of Greater Palm Springs' art scene and establishing a deeper emotional connection between audiences and the destination.
Moving forward, we anticipate continued growth in community engagement and visitor interest as we spotlight more local artists who contribute to the rich tapestry of Greater Palm Springs' culture. The success of "Art & Sol" reinforces our commitment to fostering a thriving arts community while enhancing the appeal of our destination to both residents and visitors.
Division
Digital - Video Multiple Channels