Interview: Palm Springs Tourism CEO on Engaging Millennial Meeting Attendees
Photo Credit: The new "Two Dudes" video series is testing well with Millennials. Visit Greater Palm Springs
Skift Take
We've been saying for years that content is how you engage Millennials, and that applies to meeting planners and attendees as well. Visit Greater Palm Springs especially focuses on attendees to compel them to advocate on behalf of the destination.
While Palm Springs in California's Coachella Valley is an iconic destination brand for older generations, the city also resonates surprising well with Millennials who value the relaxed lifestyle and sense of well-being.
However, going back to 2010, younger generations haven't necessarily viewed Palm Springs and the surrounding areas as a popular place for meetings and conventions.
Over the last couple of years, Visit Greater Palm Springs has invested heavily in content on the leisure side, hiring a Millennial-age crew of full time video production, digital marketing and content specialists. The overall promotional strategy has focused on video and social media to engage Millennials, which then directs consumers to the new Greater Palm Springs website that launched in June.
Traction is growing. A few of the tourism bureau's new Two Dudes videos have topped 400,000 views, revolving around two guys with beards and GoPros, lots of food and fun, and not much of anyt
