Greater Palm Springs CVB

Leveraging the Power of Content Marketing: Palm Springs, CA

By The Number — Our 3-Month Campaign:

What it is

The Greater Palm Springs area in Southern California is a premier destination, renown for its resorts, spas, outdoor activities, and ever-pleasant, year-round sunshine.

In the 1920s, Palm Springs began developing its reputation as a celebrity playground, which was further solidified as Hollywood stars and entertainers continued to flock to the area over the next several decades, most notably the infamous Rat Pack in the 60s.

Today the Greater Palm Springs CVB assists in bringing in more than 5 million overnight visitors annually, who collectively spend more than $4 billion each year.

How It Started

Aria and partner Madden Media pitched Greater Palm Springs CVB on an integrated digital advertising campaign paired with content marketing that include media distributed in over six digital channels to six distinct target audience segments. Innovators in their own right, Greater Palm Springs bought in and worked to launch an aggressive four month effort.

How It Worked

In the spring of 2013, we developed a content marketing plan around an online promotional campaign Greater Palm Springs already had in motion, “Your Oasis Awaits.”

We set out to support and augment the overriding campaign concept, but wanted to target specific audiences with minimal tweaks to the core message. Capturing the attention of families looking for vacation ideas would require different content than couples only interested in romantic activities and travel itineraries.

By simply implementing small changes to tone and calls-to-action for each audience, each niche audience campaign was able to exist cohesively, ensuring the primary message still resonated.

We created a content marketing plan that targeted six audiences, covering dozens of mediums, and generating visual, written and interactive content.  From photo galleries to user-generated social media aggregation to interactive and responsive webpages, we created a multitude of content forms, more than simply writing SEO-friendly blog posts (although we did plenty of that, too).   One final bonus, our publicity team, in addition to securing media coverage that resulted in more than 2,000,000 impressions, also brought Greater Palm Springs media inquiries from regional and national radio shows, a special travel feature with the L.A. Times and Style Magazine, and NBC location scouts for an upcoming primetime TV series.

How'd It Go?

By the end of the campaign, referral visits to the website had more than doubled, from approximately 8,862 referrals to 19,744, web traffic from social media platforms owned by Palms Springs (Facebook and Twitter) had a 6x increase during this campaign versus the previous period, and collective marketing efforts led to across the board increases in website visitors, Facebook fans, Twitter followers, Sweepstakes views and Sweepstakes entries.

During the three-month campaign, we wrote and distributed 13 articles, generated blog posts for visitgreaterpalmsprings.com, coordinated 8 guest blogs of live event coverage, ran 3 content campaigns through social media, published across 27 varied channels, and received national attention through websites, blogs, newspapers, magazines, radio and TV including: