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!