Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Each May, Visit Greater Palm Springs launches the destination’s annual summer advertising campaign to increase visitation during our lower occupancy season. The primary focus of our social media campaign was on engaging visitors in our core drive markets, including Los Angeles, San Diego, Las Vegas, Phoenix, and San Franscisco, with a goal to position Greater Palm Springs as the ultimate summer vacation destination.
To achieve this, we employed innovative visual storytelling techniques, such as aerial drone footage and hyperlapse cinematography, and collaborated with content creators, producing 12 pieces of content. Our aim was to showcase the awe-inspiring beauty of Greater Palm Springs in a whole new light by emphasizing the coolest summer activities, must-visit places, and iconic landmarks that set the destination apart.
While we aimed to drive awareness and establish Greater Palm Springs as a premier summer destination, other objectives included increasing engagement with our social media content, boosting website traffic, and fostering a sense of wanderlust among our target audience.
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)
Our campaign metrics (July-August 2023) centered on three key performance indicators:
Impressions: We received 2.4 million impressions over the course of the eight-week campaign, reaching 1.2 million of our target audience. This metric reflects the extensive reach our content had within our target markets.
Engagement: The engagement metric, measured through interactions with a sweepstakes post, demonstrated our campaign's ability to captivate the audience. We recorded 2,484 engagements, showcasing the resonance of our content and the level of interest it generated.
Instagram Followers: In line with our digital strategy, we aimed to bolster VGPS' Instagram presence. Our collaborative efforts with notable travel influencers fostered inclusivity, amplified our reach, and enriched our supporting content. Audiences responded well to this approach, as shown by over 12,200 collective likes, comments, and shares. The campaign also yielded an impressive 3,784 gain in Instagram followers. This 8% increase in followers signifies not only heightened engagement but also a growing, loyal community that actively seeks updates and experiences from Greater Palm Springs.
Overall, this campaign positioned Greater Palm Springs as a vibrant summer destination, generating excitement for travelers to visit.
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?
Our summer advertising campaign for Visit Greater Palm Springs (VGPS) had overarching goals of increasing brand awareness, fostering audience engagement, and positioning Greater Palm Springs as the ultimate summer vacation destination for our target markets. While we didn't directly measure revenue or bookings, we can evaluate the campaign's success based on qualitative and impression-based metrics as listed in the results section.
Entry Title
The Ultimate Summer in Greater Palm Springs
Division
Digital - Social Media Campaign