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HomeMy WebLinkAbout10/6/2010 - STAFF REPORTS - 00VisitPalm5pringsxom September 15, 2010 Brand Campaign Overview Palm Springs Bureau of Tourism is launching a new brand campaign designed to position Palm Springs "like no place else." "Like no place else" is the branding position statement (tagline), a multi -year brand platform to build the experiences and personality of the destination. This brand campaign supports the research conducted for the past several years about the city's attributes that drive travelers to visit Palm Springs. • Year-round sunshine • Stunning natural beauty • Relaxing pace • Resort feel This campaign builds on the history, legacy and image of Palm Springs as a sophisticated and unique destination, building validation over a period of time that Palm Springs is "like no place else." It employs a playful tone of voice and sophisticated imagery that suggests we don't take ourselves too seriously. This tongue-in-cheek approach is true to our roots (quirky, retro style, yet refined), using art, architecture, entertainment, adventure, serenity and relaxation, a retro vibe and the desert lifestyle to illustrate Advertising Campaign "Palm Springs vs. Las Vegas" This positioning may be translated into various approaches, or campaigns. The advertising campaign, titled "Palm Springs vs. Las Vegas" is the first execution of this brand position to support the tagline of "like no place else." It is a destination campaign that shares the experiences and attributes of a unique Palm Springs, and describes how they are different from a similar story told be Las Vegas. Similar to the Bureau's past memorable campaign "P.S. I Love You," this campaign is re -introducing Palm Springs brand personality again of being a place special to all lifestyles. Both are desert resort destinations with strong brand recognition (year round sunshine, relaxed pace) Travelers love Vegas, and the creative copy identifies that Palm Springs has many similarities, with a few key differences: Similarities: Desert resort; close to home getaway, Hollywood legacy, attractions and entertainment, festive atmosphere Differences: Unique boutique and historic properties, more relaxing pace (no crowds, traffic or lines at check -in), closer to LA, OC and San Diego, original attractions and entertainment, The campaign creates a playful rendition of "large vs. small" Although this campaign is recognizable throughout all of the Palm Springs target markets, it is especially valuable in the SoCal drive market as "closer to home" Supports the message that Palm Springs is "like no place else" This advertising campaign is expected to run 12-18 months. If the campaign continues to be the right strategic approach, it could extend longer; or at that point, the campaign will be analyzed and a new approach to "like no place else" will be developed. Building the Campaign Palm Springs Bureau of Tourism will put in place the process of building the brand personality of Palm Springs through our existing integrated marketing strategy. In addition, the bureau will use those tools available to reveal the experiences that create a destination "like no place else". These include: • Online and Print advertising • Website: Incorporate the brand throughout the website o Add tagline via the photo carousel or postcard formats, content updates • Public Relations: o Distribute press release introducing campaign over multi -media newswire o Develop compelling stories about what makes Palm Springs "Like no place else" through pitches, press releases, media visits, press faros, etc. • Collateral: Transition the look and feel of the brand campaign o Boutique Hotels and Inns of Palm Springs Guide o Gay & Lesbian Guide of Palm Springs Guide o Vacation Homes and Condo Rentals of Palm Springs Guide o Palm Springs Visitor Guide o Additional collateral such as postcards, media kits, etc. Social Media: Sharing the experience o Develop and communicate contest for users to upload their own video to YouTube showcasing why Palm Springs is "like no place else" o Utilize Facebook to share the videos and incorporate the new campaign ads • Tradeshows/Events: Incorporate the new look into booth presentation • Seasonal and Target Market Campaitms o Utilize campaign to incorporate into the above IPalm Springs vs. Las Vegas They have Wayne Newton. We don't. Don't get us wrong. We love Wayne. It's just that when you really want to get away from it all, Palm Springs lets you do just that. Sure we've got the casinos and golf. But you'll also find terrific nightlife from live music to great food to dancing. Mid-century architecture tours. Luxury resorts to quaint retro inns. A world -class film festival. It's all here. From the off -beat to the sublime. Now that, 4) friends, is how you sing Danke Schoen VisitP(JIMSprings.com VA M I[ Ab�,- CALIFORNIA I iy Like, rr(.) place else. .� Palm Springs vs. Las Vegas Vacation in sweet desert air. As opposed to bus and taxi exhaust. Things are a little different here. We feel more like village than city. You can walk from cafe to cafe in a matter of minutes. Enjoy jazz under the stars. (Yes, you can see stars here.) Take in that sweet desert air as you dine under the olive trees in a beautiful outdoor courtyard. Stroll downtown's VillageFest every Thursday evening, taking in the scents of fresh flowers, snacks and sweets. This is �-3 a place you don't just visit. You breathe it in. VisitPalm$prings.com FAIMFfCALIFORNIA l�l�y Like no place else.TM - Palm Springs vs. Las Vegas �n( L k 1' 1P �•,:..,'. t��C�`�7 J Enjoy spectacular backdrops unobstructed by giant neon cowboys or fake Eiffel Towers There's something naturally inspiring about this place. Whether you're into hiking, biking, rock climbing, ecotourism, natural history — or taking a sky tram to camp at 10,000 feet — we have it all. It's a terrific place to take yourself, your friends, your family. Complete with amazing sunrises and sunsets. Loaded with good times. And delightfully all natural with nothing artificial added. VisitPalmSprings.com VA Y' 1 CALIFORNIA Like no place else."" Palm Springs vs. Las Vegas World class museums. International Film Festival. Mid -Century Modern architecture. And a little gambling. (Seriously, how much culture do you really need2) After you've visited with Picasso and Renoir and Matisse and Cezanne. After you've shared popcorn with some of the world's finest actors and directors. After you've toured some of the finest examples of mid-century modern architecture in the country. That's when you might want to get back in touch with your hedonistic self. Sip a nice umbrella drink. Take in a show. Roll some dice. Welcome to the other side of paradise. VisitPalmSprincgs.com FA M i b, 04 f Like no place else."' Palm Springs vs. Las Vegas It's a wonderful place to wash the rest of the world off. oh, it can be a dirty, dirty world out there, can't it? Fortunately, there's a terrific place to rinse it all off. (As opposed to drinking yourself into a stupor with a three-foot plastic souvenir cup.) From pure natural hot springs to cool mineral pools. Palm Springs. Where the Cahuilla Indian springs have flowed for eons. And where you'll find plenty to do both indoors and out. Or not do. Come enjoy the blue skies, the sunshine, the resort living, the art, the food. Sock it all in. We know you'll feel better tomorrow. Visill`almSprings.com iAi .fry � �+i - , �• PEI fA) M rib, CALIFORNIA Like no place else."' Palm Springs vs. Las Vegas _W_ i' _ ���mw•� t p" w ' F r We happen to think the San Jacinto mountains at sunset make a more picturesque wedding backdrop than a 100-foot blinking -light cowboy. Let's think about this. Do you really want to be saddled with an Elvis impersonator as your best man? Here's a thought. How about a place chosen by Hollywood's elite for years as the perfect retreat, the perfect hideaway? How about here? In Palm Springs. From ultra -swank hotels to boutique inns to celebrity homes (yes, you can), it's the perfect place to tie the knot. Sunny days and starry nights. The stage is set. Just say "I do"- VisitPalmSprings.com a VA Y r l f i IAbe,!CALIFORNIAF, Like no place else."' `-� Palm Springs vs. Las Vegas DI Getting high means something completely different to us. Over 16 million people have gotten naturally high soaring up the face of Mt. San Jacinto on the remarkable Palm Springs Aerial Tramway. The two -and -a -half -mile journey to an altitude of 8,500 feet will take you to another world completely. With hiking trails in the summer. Family snow fun in the winter. Both casual and fine dining with spectacularly amazing views all year long. Come on up. It's a trip all right. And it's a natural. VisitPalmSprings.com FA M A!� CALIFORNIAff-i[A' Like no place else."' Palm Springs vs. Las Vegas UI Why settle for a room when you can get a whole house with your pool2 You're thinking vacation. Would you rather be stuck with the herd on The Strip? Or tucked away in a nice quiet little hideaway paradise of your very awn? Maybe a nice, secluded movie star retreat. A mansion. Mid-century modern jewel. Charming bungalow. You can find virtually any vacation rental you want here. Smack dab in the middle of town. Or well outside. It's up to you. So dive right in. V� it is PalmSprings.com r ' 4Ji� \ FA M f lb,, CALIFORNIAr I Like no place else. Palm Springs vs. Las Vegas 'J Wedon't blow upour 50-year-old architecture. There are places that blow up the old just to replace it with something new. That's not the way we do things here. We cherish our rich heritage of Hollywood retreats and mid-century architectural treasure troves. Naturally, you'll find a wonderful sampling of the most modern of resort living as well, if that better suits your tastes. But we happen to think offering resort experiences in small, medium, large -- or 50-years-old, for that matter — truly sets us apart VisitPalmSprings. corn VA M lrhb� CALIFORNIAF I Like no plca(.r; else.'" Palm Springs vs. Las Vegas They have Wayne Newton. We don't. Don't get us wrong. We love Wayne. It's just that when you really want to get away from it all, Palm Springs lets you do just that. Relentless Elvis impersonators, no. World-renowned gay and lesbian events all year round, absolutely. From Dinah Shore Weekend and White Party in April. Cinema Diverse in July. The Palm Springs Pride Festival in November. It's all here, from the off -beat to the sublime. Now that, friends, is how you sing Danko Schoen. VisitGayl`aIrnSpri ngs.cc) m FA tM I I V Ii� CALIFORNIA Like no place else."'