Palm Desert Looks To Boost Tourism With Ad Campaign

An Indian Wells-based design team has been hired by the city of Palm Desert to promote the city as a preferred destination to tourists in Canada, Seattle and the local drive markets in San Diego and Los Angeles.

"The City has a tremendous story to tell; we’re honored they trusted us to provide a campaign that reflects who Palm Desert is now, and what it has to offer,” said Scott Burch, owner of the Scott Burch Design team, which will work closely with the city's marketing committee and staff.

The “Feel the Warmth” campaign -- which launches this month in targeted markets throughout Canada, the Pacific Northwest and the Midwest, and the closer drive markets of LA and San Diego --highlights what Palm Desert has to offer, Burch said.

The messages will mainly highlight the area's 350 days of sunshine, and local activities and attractions.

The tagline of the campaign "sunny with a great chance of spectacular,” is meant to identify Palm Desert as a destination, according to Burch.

 A recent study by the Palm Springs Desert Resort Communities COnvention & Visitors Authority found that 36 percent of respondents said they didn't come to Palm Desert because "they just don't know much about it."

“The new campaign will be great for hoteliers, retailers and the many local attractions here,” said Burch. “Our goal is to drive prospective visitors – whether couples, families, urban hipsters, event attendees or outdoor enthusiasts -- to the website to check us out and book a hotel.”

The cost of the contract is $5,500, according to the city.

Also this week, Rep. Mary Bono Mack, R-Palm Springs, said she hopes to capitalize on the White House's plans to increase the number of international visitors to the United States each year.

“If done right, this will help to create thousands of new American jobs and bolster our economy," Bono Mack said in a statement. "I look forward to carefully reviewing the President’s proposal and plan to hold a hearing soon to discuss the best ways to move forward and strengthen our $1.2 trillion travel and tourism industry.”