Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
In an ever-evolving world where diversity, equity, and inclusion (DEI) are rightfully taking center stage, the travel industry finds itself at a pivotal moment. It's a moment where destinations like Greater Palm Springs recognize that embracing DEI is more than a trend or a box to check off in a marketing strategy — it’s an integral part of our place's DNA and our commitment to making travel accessible, enjoyable, and enriching for all.
In line with this objective, we sought to engage a more diverse range of influencers within our digital marketing content, notably Cory Lee and Lily Yu, who represent underrepresented communities within the travel industry. Through their experiences and perspectives, we aimed to showcase the inclusivity and accessibility of Greater Palm Springs as a travel destination.
Cory Lee, the creator of Curb Free with Cory Lee, is a Wheelchair Travel Content Creator who utilizes his platform to inspire and empower wheelchair users to explore the world. Cory's content resonates with a wide audience, as he shares his experiences and provides invaluable tips for wheelchair users and the best ways to experience Greater Palm Springs.
Lily Yu, also known as Deaf Journey, is a full-time content creator from Southern California specializing in luxury travel, lifestyle, and food. Lily collaborated with Visit Greater Palm Springs to create reels showcasing her experiences in the destination using American Sign Language. Her four reels highlighted the accessibility of Greater Palm Springs for individuals with disabilities to experience midcentury modernism architecture, outdoor adventure, and chill things to do in the summer.
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)
Increased Visibility and Engagement: Cory Lee's blog post on the VGPS website, "3 Things to Do in Greater Palm Springs as a Wheelchair User," has garnered 337 sessions, while the accompanying reel has amassed an impressive 7,829 video views. This achievement speaks to our successful engagement with the disability community, shedding light on our commitment to accessible travel experiences.
Widespread Exposure: Lily Yu's captivating reels showcasing unique dining, outdoor adventure, arts and culture, and wellness experiences in Greater Palm Springs were enthusiastically received, accumulating 154,700 total video views. This impressive viewership demonstrates the broad appeal of our campaign, extending our message of inclusivity to a wide and diverse audience.
Enhanced Brand Reputation: Collaborating with influencers who champion diversity and inclusion, such as Cory Lee and Lily Yu, has bolstered our brand's reputation as a forward-thinking and inclusive destination. Their endorsements serve as authentic testimonials to our commitment to DEI principles. With the five reels posted, Visit Greater Palm Springs received over 400 positive comments, including: “Inclusion is so important I am glad the city does this” and “This is amazing! Inclusivity at its finest!”
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?
While the primary goal of this campaign was to showcase our dedication to diversity, equity, and inclusion rather than direct revenue generation, we have indirectly benefited from increased positive exposure and a stronger brand image. The return on investment (ROI) in this context is measured through the intangible benefits of enhanced reputation and a growing community of advocates for inclusivity in travel.
In quantifiable terms, the cost of hosting Cory Lee and Lily Yu and producing their content (a total of approximately $8,000) was well-justified by the significant reach of 162,529 organic video views and 9,686 post engagement achieved. The return on investment, when considering the increased interest and positive sentiment generated, has proven to be highly favorable. Moreover, these paid partnerships and collaborations have laid the foundation for ongoing efforts to promote DEI within our organization and the destination.
In summary, our influencer collaborations with Cory Lee and Lily Yu have exceeded our expectations in terms of visibility, engagement, and brand reputation. These achievements are indicative of our genuine dedication to advancing diversity, equity, and inclusion in all our marketing endeavors, reinforcing Greater Palm Springs as an inclusive and accessible travel destination.
Division
Advertising - Diversity, Equity, Inclusion Marketing