OVERVIEW
Visit California, tasked with developing and maintaining programs that drive tourism in California, wanted to drive interest across Great Palm Springs. AEG, the producer of Coachella and Stagecoach (two peak moments in Greater Palm Springs), helped Visit CA develop and execute a plan to reach national audiences with compelling content that would drive interest in CA tourism and booking activity to the area.
APPROACH
VARIED CREATIVE SUPPORTS MULTPLE OBJECTIVES
To help Visit CA reach multiple objectives against the target, as well as drive traffic to develop booking leads, multiple creatives were deployed against multiple audiences to find the content-audience mix.
AUDIENCE STRATEGY
CREATIVE + CONTENT
- Four long-form content pieces
- Four 6-second cuts of content
- Four 15-second cuts of content
DATA (AEG1PD)
- Target festival buyers
- National known travelers to Palm Springs area
- Modeled audiences, lookalikes, based on 1PD
DEEPER STORYTELLING ACROSS GREATER PALM SPRINGS
Through the perspective of Ingrid Andress, a Stagecoach performer and genuine new visitor to Greater Palm Springs, this campaign brought viewers through an exploration of two marquee events and two beautiful year-round attractions.
RESULTS
CO-BRANDED CONTENT + TARGETED MEDIA DRIVES TOURISM INTEREST
The combination of compelling creative and audience data to effectively target consumers lead to strong campaign consumption. AEG was able to drive scale in awareness, reach against the target audience, and traffic to the website to support Visit CA's goal of getting travelers to consider Greater Palm Springs as a travel destination.
17.4M
impressions
2M
video views
386K
clicks
137%
goal impressions delivered
12%
view-through rate
2%
click-through rate
