Palm Springs Summer LGBT Marketing

The US Palm Springs area has been a popular tourism destination for Hollywood. Recent efforts have been made to better position Palm Springs for the LGBT market. A new Summer gay travel marketing campaign is about to get underway.


Ian Johnson, Out Now
March 13, 2008

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TOPICS: LGBT market. Palm Springs gay travel marketing campaign. New gay and lesbian travel marketing campaign launched by Palm Springs destination in the US gay travel market. New gay marketing campaign planned for gay travel and tourism market in Palm Springs, US gay travel market.

Palm Springs is a city with a lot of gay tourism marketing appeal.

Hollywood has for years used Palm Springs as a getaway. Stars from Lucille Ball to Liberace in the 1960s and 1970s were part of giving the area its Hollywood getaway status.

Palm Springs has in more recent years set about increasing its appeal to the lesbian and gay travel market.

Now comes news that a campaign is about to get underway to strengthen the area's pull on the multi-billion valued LGBT travel and gay tourism market during Summer -- in what is for the area its traditional off-season.

Here is an extract from local news reporting on the new Palm Springs gay travel market campaign planned for this Summer.

Gays marketing summer tourism with 'Palm Springs Summer Splash! 2008'

PALM SPRINGS - The Desert Gay Tourism Guild is pitching a new summer advertising campaign. It's called "Palm Springs Summer Splash! 2008." The promotion involves special offers and events from June 1 through Aug. 31.

"Famous for its sunny winter weather, Palm Springs used to slow down for the summer," says one ad designed in sienna hues with a watery splash.

Guild president Jill Pentrack said the campaign created for members of the Desert Gay Tourism Guild by (Michael Green, co-owner of Triangle Inn), INNdulge owner John Williams and East Canyon Hotel owner Richard Weiss has been well-received.

It will involve direct-marketing strategies, e-mailings and placement of collateral materials in small and large hotels, attractions, restaurants and other entertainment venues. It consists of print and Internet ads.

Mary Jo Ginther, executive director of Palm Springs Bureau of Tourism, said the campaign ties many elements of tourism and attractions together. It represents a low-cost way to co-op hospitality marketing, she said.

It's grassroots marketing at its best, Williams added.

"We all need business in the summer," he said. "Hawaii used to have terrible summers until it started marketing to families. Now, August is one of their busiest months."

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