HomeMy WebLinkAboutC30110 - Advertising Dsgn Svcs Contract No. C30110
CITY OF PALM DESERT
STAFF REPORT
REQUEST: APPROVAL OF ADVERTISING DESIGN SERVICES AS
PRESENTED BY OFF MADISON AVE.
SUBMITTED BY: Kristy Kneiding, Marketing Manager �'�`_ ��
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CONTRACTOR: Off Madison Ave. � ;�r.�; > ,i::;� •i� �'�� -10
80 East Rio Salado Parkway, Suite 71� �' "—"'�--�^---�
Tempe, AZ 85281 � '�:� '``=�'::: ��� 2':� �i���t�d�
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DATE: August 26, 2010 ���'�
CONTENT: Marketing Committee Minutes: June 29 and July 20, 2010
Scott Burch Design Creative
Off Madison Ave. Creative
Greenhaus Creative
Recommendation
By Minute Motion:
1. Authorize payment to Off Madison Ave. in an amount not to exceed $20,000 for
advertising creative, testing and website integration.
Funds are available in the Marketing Budget, Account No. 110-4417-414-3219.
Committee Recommendation
Following presentations by three advertising agencies, the Marketing Committee
recommended the creative of Scott Burch Design with additional testing and online
integration services provided by Off Madison Ave. (OMA). This arrangement could not be
negotiated and the item returned to the Marketing Committee for reconsideration. At its
meeting of July 20, 2010, the Committee voted 4-1 to recommend four of the campaigns
presented by OMA along with online testing to select the most popular design.
Backqround
Over the past ten years, the City has undertaken an aggressive, image-awareness
campaign. Palm Desert is shifting its marketing focus from an emphasis on branding to
advertising specific calls to action. To that end, the City sought the development of a new
advertising campaign that is creative, action-oriented, and reflective of the brand.
The Marketing Committee at its meeting of May 18, 2010, unanimously approved a RFQ for
creative advertising services on a project basis. Thirteen proposals were received and a
Marketing subcommittee selected three agencies for final interviews: Off Madison Ave.,
Greenhaus, and Scott Burch Design.
Staff Report
Approval and Execution of Agreement with Off Madison Ave.
July 8, 2010
Page 2 of 2
At a special meeting in June 2010, the three finalists presented their ideas and concepts to
the Marketing Committee. Attached are the creative designs for reference. In an effort to
blend local services with online testing expertise, the Committee voted to recommend the
campaign presented by Scott Burch Design with additional online services offered by OMA
for advertising testing and website integration. However, this arrangement was not able to
be negotiated, as OMA requires several campaigns in order to test which is the most
successful, and cannot test just one creative message.
The item was reconsidered at the subsequent Marketing Committee meeting in July. The
Committee reviewed the options and after much discussion, voted to recommend four
campaigns by OMA with the final campaign being selected after significant online testing of
each one. The Committee was attracted to the multiple creative campaigns offered by OMA
and the abitity to test each against the other online to gauge which attracted the most
viewership. The Committee felt the additional services offered were important to the
success of the campaign.
Staff concurs with the Marketing Committee's recommendation to approve the advertising
design services as presented by OMA. If no Council action is taken, the current advertising
campaign, which has been in place for two years can continue. However, the campaign
message is branding Palm Desert versus offering a call to action.
At its meeting of July 27, City Council continued this item.
Fiscal Analysis
Approval of this agreement will allow staff to move forward with a new tourism advertising
campaign. The cost of this one-time project is $20,000 and includes testing of four
campaigns as well as website integration. The budget included $25,000 for creative
services, Account No. 110-4417-414-3219.
Submitted By: Department Head:
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Kristy Kneid , ting Ma ager J in cCarthy, ACM for evelopment
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Paul S. son ire of Finance
Approval:
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n . Wohlmuth, City Ma ager
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['�L11/i L►��ERT
SPECIAL MEETING OF THE
PALM DESERT MARKETING COMMITTEE
PRELIMINARY MINUTES
Tuesday, June 29, 2010 —2 p.m.
Administrative Conference Room
I. CALL TO ORDER
Sara O'Flynn called the meeting to order at 2:04 p.m.
II. ROLL CALL
Members Present: Members Absent:
Sara O'Flynn, Chair Michael Shimer
Emily Bird-Hrivnak, Vice Chair
Martane Wolf
Kimberly Bowers
Stephanie Loog
Theresa Maggio
Staff/Others Present:
Jim Ferguson, Councilmember
Robert Spiegel, Councilmember
Kristy Kneiding, Marketing Manager
Donna Gomez, Visitor Center Manager
Ruth Ann Moore, Economic Development Manager
Jane Stanley, Recording Secretary
III. ORAL COMMUNICATIONS
None.
IV. NEW BUSINESS
A. PRESENTATIONS OF PROPOSALS FOR CREATIVE DESIGN SERVICES
1. Off Madison Ave. presented 5 different campaign designs as well as some
additional ideas for alternative placements. Off Madison Ave. also has the
capability to test the campaigns online.
2. Greenhaus presented 5 different concepts for their campaign and
discussed online strategies.
3. Scott Burch Design presented one concept and showed how it would
translate online.
PRELIMINARY MINUTES
PALM DESERT MARKETING COMMITTEE JUNE 29, 2010
The Committee discussed the presentations and decided that the creative design of
Scott Burch Design was the best choice. However, they also thought the online ad
� testing that Off Madison Ave. could provide was also desirable.
; Emily Bird-Hrivnak moved, by Minute Motion, to recommend to the City Council that the
; campaign presented by Scott Burch Design be purchased at $5,500 for the next
; marketing campaign, and online ad testing of that campaign be performed by Off
� Madison Ave. in an amount not to exceed $15,000. Motion was seconded by Marlane
; Wolf and carried 6-0.
� IV. ADJOURNMENT
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�
The meeting was adjourned at 4:45 p.m.
` Jane Stanley, Recording Secretary
2
�
1'ALM DESERT
PALM DESERT MARKETING COMMITTEE
PRELIMINARY MINUTES
Tuesday, July 20, 2010 —2 p.m.
Administrative Conference Room
I. CALL TO ORDER
Sara O'Flynn called the meeting to order at 2 p.m.
II. ROLL CALL
Members Present:
Sara O'Flynn, Chair
Emily Bird-Hrivnak, Vice Chair
Kimberly Bowers
Stephanie Loog
Theresa Maggio
Michael Shimer
Marlane Wolf
Staff/Others Present:
Justin McCarthy, Assistant City Manager
Kristy Kneiding, Marketing Manger
Donna Gomez, Visitor Center Manager
David Hermann, Management Ana/yst
Lori Wimbish, Recording Secretary
Jim Doyle, Palm Springs Life
Michael Matthews, Palm Springs Life
Peggy Cravens, Virginia Waring Piano Competition, President
Gerald Benston, M.D., Virginia Waring Piano Competition, First Vice President
I11. ORAL COMMUNICATIONS
None
IV. CONSENT CALENDAR
A. MINUTES OF THE MEETING OF JUNE 15 AND JUNE 29, 2010.
Theresa Maggio moved, by Minute Motion, to approve the minutes of the June
15 and June 29, 2010, meetings as amended. Motion was seconded by Emily Bird-
Hrivnak and carried unanimously.
PRELIMINARY MINUTES
PALM DESERT MARKETING COMMITTEE JULY 20, 2010
Ms. Maggio stated that September issues were piaced in all of the hotels
so she could not support that motion. She could support the motion only if
they were able to keep the September buys for Palm Springs Life and the
Desert Guide.
Upon inquiry by Mr. Shimer, Michael Matthews responded that the
deadline for September was Friday, July 23�a
Mr. Matthews, Palm Springs Life, addressed the Committee. He stated
that everything that Palm Springs Life was doing, including the Desert
Guide and Palm Springs Life magazine, was available digitally. Everyone
who accesses Palm Springs Life website, which is 3.4 million people, has
the opportunity to click on every page of the magazine. This was another
exposure that they did not have in the past. Eighty percent of Palm Spring
Life's internet viewers are outside of the Coachella Valley reaching
individuals in the Northwest, Midwest, etc. There were also 23,000 opt-in
newsletter subscribers who receive information by e-blast, in addition to
the Magazine subscribers. He wanted the Committee to know about this
information as it has only been in existence since January 2010.
Mr. Shimer stated that the other option was to recommend what the
Committee previously recommended and let the Council change it at will.
Mr. Shimer moved, by Minute Motion, that the previous recommendation made
by the Committee remain in place. Motion was seconded by Ms. Wolf and carried
unanimously.
Mr. McCarthy stated that the recommendation would be couched with the
recommendation made by the Committee as well as an alternative from
staff in terms of deferral and moving forward with the balance of the Media
Plan. He hoped that there was not an objection and wanted to keep
things moving forward.
B. REQUEST FOR RECONSIDERATION AND RECOMMENDATION OF
CREATIVE DESIGN SERVICES
Ms. Kneiding said the Committee sat through the presentations, which she
appreciated, and came out with a recommendation to move forward with
the design of Scott Burch Advertising but liked the testing of the
messaging that Off Madison Ave. provided as part of their creative. When
she went back to negotiate with Off Madison, they explained that they
were willing to take three of the five campaigns and test those three for
audience appeal.
The Committee had discussed the merits of both companies' campaigns
so she felt it was important to bring the creative back to the Committee, as
the previous recommendation was not negotiable.
8
PRELIMINARY MINUTES
PALM DESERT MARKETING COMMITTEE JULY 20, 2010
� Upon inquiry from Ms. Wolf, Ms. Kneiding clarified that Off Madison was
not able to test the creative from Scott Burch.
Ms. Kneiding stated that Scott Burch Design would cost $5,500 and Off
Madison was $15,000.
A discussion ensued regarding the issue of testing.
Ms. Kneiding added that whatever she takes forward to the Council will
include the testing information. The Council will see all three agency's
campaigns.
� Ms. O'Flynn stated that if the Committee makes the decision to go with Off
� Madison based on their ability to test its campaigns, then they would have
to choose three of the five campaigns submitted.
, Ms. Wolf stated that the Committee has two choices. The Committee
j could choose the Scott Burch campaign and use a different form of
testing. It would not be the same as Off Madison, but the Committee still
has that choice.
I
; A discussion was held regarding the tracking of ads.
�
5
�
i Ms. Bowers asked if Off Madison would be willing to do more testing, such
� as JNS was willing to do. Ms. Kneiding responded that they would.
� Upon inquiry by Ms. Bowers, Ms. Kneiding stated that she did not get
testing prices from Scott Burch because the testing would be done by
� JNS. She said the Scott Burch campaign would cost $5,500. Off Madison
� was asking $25,000, but offered the campaigns and testing for$20,000.
� Ms. Wolf had thought the Committee liked the feel of Scott Burch's
� creative better than Off Madison.
�
I Ms. Bird-Hrivnak stated that the Committee could not agree on any one
� campaign submitted by Off Madison. She thought that was where the
� testing would be valuable and testing is where Off Madison's talent really
lies. With Scott Burch there is only one option. Yes its cute, charming
and she liked it, she didn't dislike it. IYs a beautiful picture but does it
equate to driving the ROI into the area.
Ms. Bower asked if Off Madison was worth $15,000 more, because that is
how much more it would cost. Although, Ms. Bird-Hrivnak made a good
point that Committee members could decide on one campaign submitted
by Off Madison, the testing of three campaigns could really provide the
opportunity to see what people were responding to.
9
PRELIMINARY MINUTES
PALM DESERT MARKETING COMMITTEE JULY 20, 2010
Ms. Loog stated that they also discussed supporting a local vendor.
Ms. Maggio liked the look of Off Madison's "Seasonal" campaign, but
would someone really read the ad?
� Upon inquiry from Ms. Bird-Hrivnak, Ms. Kneiding stated that the
campaign "Plan to Be Spontaneous" headline is going away so there will
need to be some on-line shifting and the Vacation Guides will need to be
� revised. The changes would be subtle; not a complete redesign.
�
,
�� The Committee discussed the translation of the campaigns to the website.
��
'I
;� Ms. O'Flynn stated that Off Madison's cost includes testing of their
�i campaigns whereas Scott Burch's cost does not. She was cancerned with
" giving away the local relationship and/or investment with not choosing
,
!,; Scott Burch. In light of what needs to be accomplished, she was
',� comfortable making a recommendation that the Committee go with Off
� Madison. She believed that they needed to go with what was going to
i; work as far as testing and getting the best results for the money.
„
��' Ms. Kneiding added that she has enlisted Scott Burch's assistance in
designing some other collateral pieces. He knows the Palm Desert look
and feel so she will be using him for event advertising.
Ms. O'Flynn stated that that was good to know because he is local and
she said that he did bring a lot of enthusiasm with his campaign
Ms. Bird-Hrivnak moved, by Minute Motion, to recommend Off Madison Ave. for
the creative and testing of that creative. Motion was seconded by Ms. O'Flynn. Motion
was not carried.
Ms. Loog really liked the whole concept of the Scott Burch campaign. She
' thought it was very different. She felt that Off Madison's submittals were
' dated. She has always been a big proponent of keeping everything local.
� She said it sends a message to our residents, merchants and vendors that
� they really do care about people who are local. Taking that into
i consideration, and the fact that the two were so close, she would choose
iScott Burch.
�
Upon comment from Ms. O'Flynn, Ms. Loog said she liked that Ms.
Kneiding was going to be using Scott Burch in other areas of marketing for
Palm Desert.
Ms. Maggio felt strongly about using local vendors as well. However, she
has witnessed the incredible testing that has taken place over the past
four to five years, which is why she believes that Off Madison was the best
choice. -
10
PRELIMINARY MINUTES
PALM DESERT MARKETING COMMITTEE JULY 20, 2010
Upon inquiry from Ms. Bowers, Ms. Kneiding responded that 25% of the
budget is spent on on-line advertising; 25% is co-op advertising; 25% is
print and the remaining 25% is electronic. Off Madison will be testing 50%
of the media on-line and print buying budget.
Upon inquiry from Ms. Wolf, Ms. Kneiding responded that there will not be
focus groups; it would be on-line testing conducted in our targeted
demographics areas. Those on-line ads will rotate and, response will be
monitored.
Ms. Bird-Hrivnak moved, by Minute Motion, to recommend Off Madison Ave. for
their creative and testing abilities. Motion was seconded by Ms. Bowers and carried 6-
1. Ms. Wolf voted no.
After much discussion, the Committee requested that Ms. Kneiding ask
� Off Madison to test four campaigns. Ms. Kneiding stated that she could
ask Off Madison to do that. She would leave the decision to Off Madison
to choose which campaigns they thought were the strongest.
Ms. O'Flynn moved, by Minute Motion, to recommend that staff make a request
of Off Madison to test four campaigns for$20,000. If they choose to test only three then
those three will be chosen by Off Madison. Motion was seconded by Ms. Wolf and
carried unanimously.
� _—,
IX. REPORTS FRUM CITY COUNCIL LIAISONS
A. City Council
None
X. REPORTS AND REMARKS
A. Chair
Ms O'Flynn reported that Anthropologie will be opening early and Teavana
would be opening soon as well.
Everything at EI Paseo Village is on schedule for September 1, 2010.
B. Committee Members
Mr. Shimer reported that EI Paseo Putt Putt was this Thursday evening
and encouraged everyone to join in on the fun.
. Ms. Bird-Hrivnak reported that everything was good at the Marriott.
11
/�.""��'"�\
.
The City of Palm Desert �
73-510 Fred Waring Drive
Palm Desert, California 92260
760-346-0611
Request for Qualifications
Creative Design Services
PUBLIC NOTICE IS HEREBY GIVEN that the City af Palm Desert is soliciting
Statements of Qualification and Fee Proposals from qualified professional design firms
and/or individuals for the creation of a print advertising campaign.
Proiect Backqround
Over the past ten years, the City has undertaken an aggressive, image-awareness
campaign. Palm Desert is changing strategy and seeking the development of a
promotional campaign that is creative, action-oriented, yet still reflective of the Palm
Desert brand.
Proiect Description/Scope of Service
• Creation of a print advertising campaign consisting of four different ads to reflect
the seasonal happenings in Palm Desert.
• Resizing of advertisements (4 ads x 8 publications)
• The campaign also should be easily translated to online and radio mediums.
• The creative agency/individual will not be responsible for online creative, ad
placements, or media buying.
Qualification/ Requirements
State the type and nature of your company, including background information, years in
business, other tines of business, areas of operation, and any additional information that
might help explain your qualifications to deliver the services identified in this request.
Describe why your firm is interested in this project and your understanding of Palm
Desert's brand.
Provide the foliowing contact information: Company, Contact, Address, City, State, Zip,
Phane, and E-mail.
Submit up to five examples of print advertising campaigns that best reflect your work.
Examples must be submitted on CDs or DVDs. Please provide 4 copies.
Submission of Palm Desert-specific, speculative creative is optional.
Please provide a cost estimate for the scope of services outlined above. Prices can
reflect one project cost or a la carte. Also provide your hourly rate for additional design
and production services.
Submission Deadline
Materials must be received by 4 p.m. on Wednesday, June 2, 2010, in the City Clerk's
office, 73-510 Fred Waring Drive, Palm Desert, California 92260. No proposals will be
accepted beyond the date and time noted above.
Finalists will be invited to present their qualifications to the Marketing Committee at its
meeting on June 15, 2010. The Marketing Committee will make a recommendation to
the City Council regarding the award of this project.
For further information, please contact Marketing Manager Kristy Kneiding at 760-346-
0611 ext. 661 or via email at kkneiding@cityofpalmdesert.org
Proiected Timeline
The following timeline should be used as a working guide for planning purposes.
The City of Palm Desert reserves the right to adjust this timetable as required during the
course of the RFP process.
RFQ Issued Wednesday, May 19, 2010
Qualifications Due Wednesday, June 2, 2010
Finalists Selected and Notified Monday, June 7, 2Q10
Presentations to Marketing Committee Tuesday, June 15, 2010
Palm Desert City Council Thursday, July 8, 2010
Selection Methodoloqy
Submitters will be judged based on their submitted advertising samples. Qualifications
will be reviewed by a committee that will consist of representatives of the City. Selection
will be made pursuant to the City's professional selection policy with relevant factors as
follows:
1. Creativity 40%
2. Experience, competence, and capacity for perFormance 25%
3. Strategy and vision for the Palm Desert brand 20%
4. Price 15%
Citv Riqhts and Options
All submissions become a matter of public record.
The City reserves the right to award the project or reject any and all submissions.
Proposals will be rejected for one or more reasons including, but not limited to 1) Failure
of the vendor to submit the full requirements of the proposal on or before the deadline
established; 2) Failure by the vendor to respond to a requirement for oral or written
clarification, presentation, or demonstration; 3) Any bidder who is not in a position to
perform such a project satisfactorily; 4) Any bidder, who is in default of the payment of
taxes, licenses, or other monies due to the City of Palm Desert.
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As much as our celebrated balmy climate, R's the gracious welcome from people �
genuinely happy you're here.Contact us today.And feal ihe warmth where it matters:
deeP'�Y°�'S°��. PALM DESERT
To launch your visit,contact us at palm-desert.org or 800.673.2428.
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� Creative Presentation
� June 29, 2010
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CAMPAIGN
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To showcase t6e wide vaziety of activities Palm Desert has to offer throughout the
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� year,this campaign highligh[s vanous seasonal options in each ad.This allows the
0 opportunity to include specific seasonal details about golf,fall fashion show,etc.
e inside of an overarching branding message that Palm Desert is a city for every season.
_
Seasonal details may be chosen based on message testing results from the banner ad
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' campaign.Also,this and all print campaigns would i�clude a unique IIRI.,for
� tracking and message testing pucposes.
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Using common terms associated with the four seasons,this wmpaign takes those
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� OUR VERSION OF A WINTER WONDERLAND.
' 0ihe w�rm wea�hn�udt�h�only maon wimvs in Palm Desen udionulpw nliyum ior nugimm�ulluorem uri�p.ui nonis duov
e eo wonderfuL There'.alu�our golf, shoppiny, dininR nnd nm, ee wlLimeumi dio eliqul..mq��eu fe�i��li�wlle fevm in
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ent lut hmet ulpmm,quin ee f'r�uginme�.�lencyui emGh ero dnnt veG�nonum z:rii nim dorc.
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g THIS SPRING� LET YOURSELF BLOOM.
p Sprinq hm ap�ung end so shull yo�r epirit wh�n yo�.�rrive �n n:em Ive Ixmer ulpmui. q�i.ex feugiamct vdenequi enibh ero
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e SEE WHAT MAKES OUR SUMMERS REALLY SHINE.
Summer in Palm Uonen u wlmc summr.is ull a6om- $pnrkling newr end.Rn o:dfn o�io fmodn 1'o�mdfqjiad adld(eFf ed mco �
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s nmd�more wili muke thi:yeah summm�varaiimi�nfory.nr ble. odlomJpw alfyuat lor augiam nullaorem zzrii prei nontia dunt
Y Mdwiths�chin<rediblereaorcrxtesyou'ilwisLxummerwould am.sirld�m.�liinonimdore.
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� DISCOVER WHAT MAKES FALL SUCH A COLORFUL SEASUN.
MeyA< ii'e our anv�ai !„II {�,,,hion xLo... Maybe i�'.. �ur wide cil dulmnmo ddlgjium.�o snotf�om on roaTm dofn<o rnf.df
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� New shoes.A new dress.Somedting for the dining room.I¢Palm Desert�you nn treat yourseU to
. wodd-dass shopping.Md along the way you juat might Cmd the best treat o(all—yow renewed sprie ��
� Se9ui enibh ero od ionulput aliquat lor au�+iam nullaorem urit Prat noetls dmt am,se vullamemm
f dioeliyuisseyuieufeuisafltvullafeumuivoloreeNecorediatPratvumiuscilitiusciliyuipeafevmvel PALM DESERT
Qdmt vetlt nonum zsit nim dolore mioim exero conaend ionae ullum nullam do dipit in ex ea feum. G\L I�Oh:\IA
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� CAMPAIGN
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This whimsical campaign features common objects associated with[he four seasons
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0 created Palm Desert style.Palm Deseit is a different kind of vacation destination and
� Ihese vnages showcase a different way of thinking about each seasoa Like the o[her
� campaigns,there is a strong primazy focus on the overazching branding of Palm Desert
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with a secondary focus including details about the specific seasonal ac[ivities and offers.
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� WINTER IN PALM DESERT
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- � The mlendor may say winteq 6vf in Polm bla locil ipisi endre mod dolore veriueb od
Desetl ihe weather is peded for goll. Or hik- magna /evguemte� nim dif ulla {eo focidoi
ing.Or shopping. Or reloxing poolside. Foci ssec�e vel iniomm nsequis nos nullo amef
„ fio dolesto dolorem irit odio er vvgver susci nulloor�ins dfn oenl osdin(oiadsn(osdkn(of.
Tion masnd{osostvd fot wismolo rperif eugusdPoe modio ron heniom,sed diot �'
PALM DESERT
CAUFORNIA
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� � Spring shawen2 Nol in Polm Desetl. We and leave ihe um6rella at home. Emeseqoi
. �``�,.-+ :, F� � hoveover350svnnydaysayear.Thlsspring, blom ilb fev leugiam olisim vel u� nonullo
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cxplore Palm Desetl's ootdoor oc�Ivities like kum verosirvd �ofsd(wefry d(odsf wismolo
� '{� :k.ing, blking, gol[ing or horseback riding rperit eugve madio ron heniam,sed diaf.
Tion roasnd!sdo fosostrud bt wismo�o rperif eu8ue modio mn heniam,sed diat � . PALM �ESER"�" .
CALIFORNIA
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S SUMMERTIME IN PALM DESERT
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IYs lime�o show oH yovr summer ton by hib illo {eu feugiom olisim vel ut nonvllo (eom
' -� tiny fhe pool in Polm Desetl Our Ivxurious vemsimd taf wismolo ryen�eugoe modio con
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Ton mvsnd(o d!sostrud fo}wismolo rpent evgve modio ron heniam,sed diai. '�.. . :;..�.,. _ . .. PALM �ESC'o'r
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CALIFONNIA
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� AUTUMN IN PALM DESERT
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WhaYs on fhe menu (or fall in Polm Desetl2 giam alisim vel vt nonullo feom verosirud fat
How obouf delectable dining? Whafever wismolo rperit evgue modia<on heniom,sed
yod re in ihe mood Ior we've gol o resfoumnt diaL Tisis num nullanditUd ea feuisl do dolu-
,,, �o pleose yovr polate. Fui blam illa feu fev- mtaliflo6orperam nos dolum atinci.
Tionmasndffghhgjososidtotwismolorpentevgvemodioronheniasdfom,seddia�. - ,�� ��..��.��::.:.,-'� 1-A�,M �ESERT
CALIFORNIA
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Taking advantage of the true beauty found in Palm Desert,this campaign would be in
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� [easer campaign,including jus[eno�gh information,such as unique URLs,to let
� viewers know it's Palm Desert and how they can leun more.
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r ALTERNATIVE PLACEMENTS
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' Palm Desert messaging can extend beyond pri�t ads and online banner ads by
' appearing in places tha[are unusual or unexpected.Following are ideas for
� a]temadve placements to use iu addition to the print and online advertising initiatives.
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HEAD: This tree belonys in Palm Desert. And so do you.
DESCRIPTION: Palm tree plawd on city sidewaiks in �ocafons such as New York and Ch!cago.
Sign would dired people to visit the Palm Desert website.
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HEAD� This break sponsored by Palm Desert.
DESCRIPTION: Pool chairs !ocated next to bus stops and benches as an altema[ive place tor people to
sit. Sign would direct people to visit the Paim Desert website.
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' HEAD; It's always convertible weather in Palm Desert.
' DESCRIPTION: Taxi cabs in large cities would be vinyl wrapped to �ook like a convertible.
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� HEAD: Travel to where the sun always shines. Palm Desert.
DESCRIPTION: Sunglass shaped giass dings would be placed at eye-level on airport bathroom mirrors.
� The corresponding fine would direct people online.
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HEAD: if you're having this much fun now, imaglne how "un ;t Is in real '�,rfe. Visit Palm Desert.
DESCRIPTION:Game on airplane table tray.People play by flicking or "putting"their peanuts into the
hole The corresponding line would direct peopie on'�ine.
Presentation to
Ci of Palm Desert
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J u n e 29, 2010
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FERTILE 6FOUN� HYBRI� I�EAS'^
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Visi!�he Palm Deser Visitor Cemon,o pick up yp�r VIP Pass.7R567 Highway 111,palm Desett,CA 92260 '� �
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SHOOTING STARS.
FILM FANATICS.
AND MODERN MASTERS.
IT MUST BE
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�, � If you're looking for endless fun For your winter getaway,
"�� here's the place. Lorem ipusum doerinc amdganxd umc laoud
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atlractions every time you visiL. 3ign up today at start
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