We love local.
The Coachella Valley is full of engaging destinations, but for the City of Rancho Mirage, they needed to define their positioning. For years, the city had struggled to effectively differentiate themselves from other desert resort cities, leaving Rancho Mirage without a unique voice and with a weaker position in the marketplace. Since tourism is the main industry in the Coachella Valley, Rancho Mirage wanted to increase their market share, and plant their flag in the sand as a premier tourist destination in the area. And so, they turned to Buzz.
Tackling the issue head-on, we first worked with staff to help define and strategically package key Rancho Mirage assets into a unique product offering – one that would combine local resorts, shops, culinary experiences and attractions. Then, we visually developed a new Rancho Mirage tourism logo that positioned the city as the “Heart of the Palm Springs Valley,” leveraging the global Palm Springs brand and also singling Rancho Mirage out from the other desert cities. Finally, we developed a new tourism marketing campaign that targeted the drive market, illustrating and promoting the luxurious “allure” and “romance” of Rancho Mirage’s unique assets.
The results were decisive: Rancho Mirage consistently outperformed other desert cities in occupancy for the duration of the campaign. Rancho Mirage also yielded a higher ADR compared to many other Coachella Valley cities. Greater occupancy and higher ADR not only meant increased sales for tourism partners, but also increased TOT and revenue for the City of Rancho Mirage as well.
Services Performed: Strategy, Development of Multiple Marketing Campaigns, Creative & Graphic Design, Ideation, Brand Management, Media Buying & Placement, Print Advertising, Print Collateral, Outdoor, Signage, Direct Mail, Tradeshow Displays, Email Marketing, Web, Digital & Mobile Marketing, Social Media, Presentations, Account Planning & Management.
Looking to build the BUZZ your BRAND deserves or take your City to the next level? We want to hear about it. Click here to schedule coffee or lunch on us!
We sell inspiration.
As the first Major on the LPGA tour, the Kraft Nabisco Championship was one of the most revered names in women’s golf for decades. Facing the challenge of rebranding it as the ANA Inspiration in early 2015, IMG came to BuzzFactory. The stakes were high: Honoring the deep history and tradition of the event while inspiring new brand engagement for ANA Airlines was key, and BuzzFactory went straight to work.
Coordinating with teams in New York and Japan, Buzz executed a top-to-bottom strategy of brand development. The final campaign was stunning and distinctive, infusing the clean lines, color palette and iconography of the ANA brand guidelines with the strength, power and sophistication of the greatest female golfers in the world.
Services Performed: Strategy, Marketing Campaign Development, Creative & Graphic Design, Ideation, Brand Management, Copywriting & Editing, Media Buying & Placement, Video Production, Radio Production, Print Advertising, Print Collateral, POP Displays, Partner Promotions, On-Site Branding, Packaging, Airport Displays, Billboards, Email Marketing, Web, Digital & Mobile Marketing, Social Media, SEO, Pay-Per-Click, Account Planning & Management.
Looking to build the BUZZ your BRAND deserves or take your event to the next level? We want to hear about it. Click here to schedule coffee or lunch on us!
We are #GameChangers.
When the Career Builder Challenge needed to give their brand a fresh new look and feel for 2017, they turned to our unparalleled team. With years of golf lifestyle marketing experience and several professional LPGA golf tournaments under our belt - the HIVE was buzzing with electrifying ideas on how to re-position the event from the very start.
We presented several bold campaign ideas, and the Career Builder Challenge ultimately opted for this forward-thinking concept. Even before the Pros teed-off, we knew the campaign was a winner: The event met all their objectives early on, including boosted ticket sales, a sold-out Pro-Am, increased engagement with new audiences and a buzzing energy for the event in the local community.
Services Performed: Strategy, Marketing Campaign Development, Creative & Graphic Design, Ideation, Brand Management, Copywriting & Editing, Media Buying & Placement, Video Production, Radio Production, Print Advertising, Print Collateral, POP Displays, Packaging, Airport Displays, Billboards, Email Marketing, Web, Digital & Mobile Marketing, Social Media, SEO, Pay-Per-Click, Account Planning & Management.
Looking to build the BUZZ your BRAND deserves or take your event to the next level? We want to hear about it. Click here to schedule coffee or lunch on us!
We rock & roll.
BuzzFactory was born out of the energy, creativity, and attitude of the SoCal skate and music scene. So when professional skateboarder Eddie “El Gato” Elguera asked for help creating a new local event from scratch, we said “#$%& YES!”
From logo development to local PR and more, Buzz got bizzy, and the El Gato Classic made a huge splash when it launched in 2014. Fans came from around the world to see legendary skateboarders such as Eddie “El Gato” Elguera, Tony Hawk, Christian Hosoi, Doug “Pineapple” Saladino, and more tearing it up alongside live music and art installations. And it’s only gotten gnarlier every year since.
Services Performed: Strategy, Marketing Campaign Development, Creative & Graphic Design, Ideation, Brand Management, Sponsorship Development, Copywriting & Editing, Print Advertising, Print Collateral, On-Site Branding, Merchandising, Social Media, Account Planning & Management.
Looking to build the BUZZ your BRAND deserves or take your event to the next level? We want to hear about it. Click here to schedule coffee or lunch on us!
We know how to measure success.
Big issues, grassroots efforts, and complicated public opinion campaigns – that’s one of our sweet spots too.
In 2011, Measure J proposed a radical idea: Increase the sales tax in the middle of an economic downturn that had no end in sight. According to the measure, the proceeds would be given to a local developer for a property in the heart of downtown Palm Springs that had sat empty for years. The proposal and the public-private partnership at the heart of it was controversial, to say the least. Making things even more complicated, the City of Palm Springs could not advocate for a yes or no vote, and could only educate voters in general about the issue.
Research showed that to be successful, the Yes campaign had to pack a powerful punch. Working with a group of local stakeholders, residents, and business leaders, BuzzFactory delivered the win.
Once criticized as the riskiest and most expensive political campaign in the history of the Coachella Valley, Measure J is now celebrated as the forward-thinking initiative that sparked the rebirth of Palm Springs as a destination and community. At last count, Measure J has generated more than $50 million, boosting the local economy and enhancing the quality of life of Palm Springs residents and visitors alike.
Services Performed: Political Consulting, Strategy, Advocacy, Coalition Building, Outreach, Media Relations, Community Relations Marketing Campaign Development, Creative & Graphic Design, Ideation, Brand Management, Copywriting & Editing, Media Buying & Placement, TV Production, Radio Production, Print Advertising, Print Collateral, Direct Mail, Billboards, Email Marketing, Web, Digital & Mobile Marketing, Social Media, SEO, Account Planning & Management.
Have political or issue management campaign needs? We want to hear about it. Click here to schedule coffee or lunch on us!
We have good taste.
After years in New York, restaurateur Patrick Service returned to Palm Springs to develop a new culinary experience in 2013, and immediately engaged the team at the HIVE to help bring his concept, Appetito, to life.
BuzzFactory gathered together all the ingredients to make the new restaurant a success: from the logo and Cal•Italian brand concept, to distinctive interior design work by Christopher Kennedy, and so much more. Buzz developed all of the restaurant’s internal collateral as well, from menus to merchandise, and implemented a targeted local media buy and PR campaign for the big launch.
The results were immediate, long-lasting, and overwhelmingly positive: BuzzFactory’s efforts ensured that the press, local stakeholders, residents and tourists alike all fell in love with Appetito. Today, Appetito is widely seen as a key inspiration and catalyst for the new culinary revival that is currently taking place in Palm Springs.
Services Performed: Strategy, PR, Marketing Campaign Development, Creative & Graphic Design, Ideation, Brand Management, Copywriting & Editing, Media Buying & Placement, Print Advertising, Print Collateral, Email Marketing, Web, Digital & Mobile Marketing, Social Media, SEO, Account Planning & Management.
Looking to build the BUZZ your BRAND deserves or take your culinary experience to the next level? We want to hear about it. Click here to schedule coffee or lunch on us!
Looking to build the BUZZ your BRAND deserves or take your Business to the next level? We want to hear about it. Click here to schedule coffee or lunch on us!
We do marketing that matters.
In 2016, the College of the Desert was facing a big challenge: COD had placed a $577 million dollar bond measure on a very crowded ballot in an election that was fast approaching. To add to the challenge, the measure proposed increasing parcel taxes for Coachella Valley homeowners. With Republican turnout predicted to be high because of the presidential election, it seemed like the odds were stacked against them.
Within 90 days of the election, BuzzFactory was hired by a citizen’s group – Friends of College of the Desert – to jump in to the mix, in the hopes we could deliver a message to voters that would win the campaign. BuzzFactory quickly compiled and analyzed the data to strategically position the messaging for several demographics, ensuring the votes that would be needed to win.
We developed a creative campaign that hit home with key messages and drove voters to educate themselves online. Ultimately, Measure CC passed – beyond anyone’s expectations – with more than 70% approval. COD now has the resources available to build a new campus, reduce overcrowding, upgrade classrooms and facilities and provide quality education for generations to come throughout the Coachella Valley.
Services Performed: Political Consulting, Strategy, Advocacy, Coalition Building, Outreach, Media Relations, Marketing Campaign Development, Creative & Graphic Design, Ideation, Brand Management, Copywriting & Editing, Media Buying & Placement, TV Production, Radio Production, Print Advertising, Print Collateral, Direct Mail, Billboards, Email Marketing, Web, Digital & Mobile Marketing, Social Media, SEO, Account Planning & Management. Media executed in both Spanish and English.
Have political or issue management campaign needs? We want to hear about it. Click here to schedule coffee or lunch on us!
We push horizons.
Iconic architecture. Hollywood history. The thoughtful luxury of modern design. These elements and more came together in 2015, when a 1952 William F. Cody property was reborn as the L’Horizon Hotel & Spa. Renowned designer Steve Hermann recognized a diamond in the rough, and executed a bold, multi-million-dollar remodel that brought a new level of intimate exclusivity to Southern California.
As part of the launch, Buzz was given the opportunity to help translate that vision to the brand’s customer-facing marketing materials, in-room collateral and merchandising. The property’s unique aesthetic was suffused throughout the property, in sometimes unexpected ways – like custom-engraved brass name plates for each guest room, for example.
Intent on sharing the story of this singular property, we developed an unprecedented PR plan, which resulted in coverage in The New York Times, The Wall Street Journal, Vogue, InStyle, People magazine, Forbes, The UK Telegraph, and many more, as well as regular features in local and drive market publications. In 2016, the property won the Conde Nast Traveller Reader’s Choice Award for best resort in Southern California, among other accolades.
Services Performed: Strategy, PR, Creative & Graphic Design, Ideation, Brand Management, Copywriting & Editing, Print Collateral, Packaging, Social Media, Account Planning & Management.
Looking to build the BUZZ your BRAND deserves or take your property to the next level? We want to hear about it. Click here to schedule coffee or lunch on us!
PR campaign for Comic Con Palm Springs.
