Palm Springs Tourism

Problem:

With a saturated market of vacation spots, Palm Springs Tourism needed an ad campaign that stood out and promoted the locale as more than just a desert destination, but as a place for vacationers to truly unwind.

Solution & Role:

We asked ourselves, “Why do people vacation?” Among the myriad answers, a common theme was the desire to ‘let go’ and give their brain a break. Thus, we literally represented this in our visuals: a brain fully immersed in vacation mode.

Ad 1: Pool
A brain made from paper mache (carefully crafted over three days), sits on the end of a diving board, poised to plunge into a serene swimming pool – a visual metaphor for immersing oneself in relaxation.

Ad 2: Tennis
Our brain finds itself on a clay tennis court, ready to serve – symbolizing a mix of activity and ease, an appealing aspect of a Palm Springs vacation.

Ad 3: Golf
On a putting green, with a golf ball and flag in sight, the brain presents the calm focus of a vacation well-spent on Palm Springs’ world-class greens.

In each 8.5 x 11 full-page print ad, our creative use of props and unique visual metaphor positions the brain in the center of relaxation and enjoyment, uniquely embodying our tagline: “A Suspended State of Relaxation”. These visuals, paired with the Palm Springs logo, created a compelling and consistent brand message across the campaign.

As the Art Director, I was heavily involved in the conceptual development, photographic direction, and prop mastery. Furthermore, my skills in Adobe InDesign, Illustrator, and Photoshop, coupled with photo retouching abilities, were instrumental in bringing these concepts to life.

Impact/Results:

The campaign resulted in a 13.2% increase in tourism for the Palm Springs area over the following quarter, indicating the success of our messaging.

Overall, this project was an innovative way to bring fun and relaxation to the forefront of a vacation in Palm Springs – an enticing break from the everyday norm.