THE SITUATION

Palm Springs, California is known to be a visitor dream destination. Located in the middle of the desert, the city serves as an escape from the hustle bustle of city life with their guaranteed sunny days, mid-century modern vibes, bright colored doors, and celebrity homes.

In 2020, when the pandemic hit, work travel was stopped and personal travel was canceled. The outside excitement that filled the streets of Palm Springs came to a sudden halt.

THE WORK WE DID

JNS Next, Visit Palm Spring’s marketing agency, invited us to strategize a campaign that would inspire travel to Palm Springs post-lockdown. As a tourism driven city, we needed to quickly create a COVID-response campaign to help bring tourism back to the city.

• Researched the city - history, the attractions, the weather, the small businesses, the food, and anything else the city had to offer.

• Continuously gathered trends and consumer research as it was changing by the day. We found that travelers were going to experience cabin fever soon, and would not only want, but need a safe comfortable place to visit.

• Defined a key audience and four targeted personas

THE IMPACT OF THE WORK

• Presented three campaign options, all achieving the same goal, using different creative executions

• Crafted the main messaging “Hello, Palm Springs” and other sub-messaging elements

• Provided creative direction to designers

• Photoshoot creative direction onsite in Palm Springs

CLIENT SUCCESS

The campaign creative laid the foundation for JNS Next to drive great ad results:

• delivered 16 million impressions to key markets

• received 37,534 clicks to the website in the first 7 months

• grew social media channels by over 15,000 followers in the first 7 months