City of Palm Desert
Palm Desert Pocket Guide
A year and 63 videos later, the Palm Desert Pocket Guide has been a resounding success on paid and organic socials. This digital library of curated “days in the desert” has proven to not only pique interest in Palm Desert’s many offerings as a destination, but has become a trusted resource for residents and visitors alike.
Relationship: June 2020 - Present
Services: Creative, Production, Media, Social, PR
Overview
With a visitor demographic spanning generations, Palm Desert embarked on a journey to develop an innovative, cross-generational marketing approach that would efficiently engage and captivate our entire audience. Understanding social media as a new source for travel inspiration, from planning to posting, we “let social be our guide.” Drawing from traditional guidebooks for design elements and user experience, we wove these classic themes into a digital, social-first guidebook: the Palm Desert Pocket Guide. Comprising of over 100 remarkable, custom-crafted content pieces, the Palm Desert Pocket Guide unveils the city's many hidden gems and captivating experiences.
Across generations and platforms, from Meta to TikTok, the Palm Desert Pocket Guide has effectively captivated a range of audiences. It has engaged prospective and loyal visitors to make an impact in curated experiences, local businesses, and special moments throughout the city.
Creating Inspiration in 2023
Dissecting traditional travel guides, we set out to capture every facet of the city through a cross-generational lens. From hidden gems to 'must-see' staples, the Palm Desert Pocket Guide creates a one-stop resource to curate your next getaway to the city.
Rethinking "Influencers" in 2024
In our second year, our mission was simple: leverage content as a bridge—not just between generations, but also among the diverse facets of the Palm Desert community. Through stakeholder interviews and curated content sharing, we collectively amplified a unique and unified voice for the city on social.
