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HomeMy WebLinkAboutC30110 - FY 10/11 Advertising Design Svcs Contract No. C30110 � CITY OF PALM D ����p,�zE � ' �►� l� STAFF REPOR �C��T9�13E�TO �� a � r lG Ci ��ss��To 2��0����nc�� REQUEST: APPROVAL OF ADVERTI PRESENTED BY OFF MADISON AVE. SUBMITTED BY: Kristy Kneiding, Marketing Manager CONTRACTOR: Off Madison Ave. 80 East Rio Salado Parkway, Suite 711 Tempe, AZ 85281 DATE: July 27, 2010 CONTENT: Request for Qualifications 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 Page2of2 At a special meeting in June 2010, the three finalists presented their ideas and concepts to the Marketing Committee. 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 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. Fiscal Analvsis 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. Staff budgeted $25,000 for creative services in the Fiscal Year 2010/2011 Marketing Budget, Account No. 110-4417-414-3219. Denial of this request would result in retaining the current advertising campaign that has been in place the previous two years, which does not consider current economic conditions and their affect on tourism. Submitted By: Department Head: , . ��%/� ,�.-,,�.;.. � _ ,- � � Kristy Kneid' , Marketing Manage� J in cCarthy, ACM fo evelopment � Paul S. Gibson, Director of Finance Approval: , , , � � �, G � John Wohlmuth, City Manager g:\rda\kristy kneiding\word data\staff reportsmemos\advertising\design services oma 7-20.doc /"'�.�'•'���. '' , . . 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 of 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 lines 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 following contact information: Company, Contact, Address, City, State, Zip, Phone, 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, 2010 Presentations to Marketing Committee Tuesday, June 15, 2010 Palm Desert City Council Thursday, July 8, 2010 Selection Methodoloqv 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 Oations 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. ��„_� F�L�� C�C.7C � ��W ��� . . . . . . . . . . . . �,.,- . �1-� �"1 � W Vl W ,J -. ;I. i/� I �_� .. il ' (_� Cl' i:t., �1. . � � �1. I _ i!1 �� l I � _{ i�i . . 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L;� i i _� ..� � � , � � � _� � f 3 a 9{ f � � � � � .� A r ,.� � t .� � :a � � a CAMPAIGN � � . � � :.e � ;al � � � To showcase the wide variety of activities Palm Desert has to offer throughout the , � a year,�this campaign highlights various seasonal options in each ad.This allows the � � opportunity to include specific seasonal details about golf,fall fashion show,etc. � � 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 r � � campaign.Also,this and all print campaigns would include a unique URL for 3 y �� tracking and message testing purposes. 3 R z4 f � � 1 � �;fk. �.,�� � � .� �=��� � � . �;�. :,.Y�,� � ^ - _•;1�:- �-�{� . ' f ��,!!' � � ���T^I t l ' e , �, � . . � � ,,� . 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' _ CALIiORN1A �. � � �. , q: � rr.1� �.. :a:,r i ''. �. � ,, .. ]� f .� �` a a`}i t`t �` r��,`� � 'ry: _ . � � -' -- . �. � P 7 _� _i � l , z � 3 d , CAMPAIGN d _$ � � � � � Using common terms associated with the four seasons,this campaign takes those � A phrases and relates them to the seasonal offerings of Palm Desert.The headline and � � images used would speak to the larger overall branding of Palm Desert while the body � copy would reflect specific seasonal activities and offers. w P i 4 Z i A $ � � ,:e� �, „� p � � � .r w _ �,g L�' �� ;y� r � ' "'"�`:'Yevw-r '�=� -� ., . • � y� � �II/�� . '^ � 1 :� ,� � �� �' ,�-..�—� - _ _ �r�a � 1 �` .� �;- -� i`� �_ - ,�,. _ ■ �� '� 1 ��,�� : _, 1 - _ ,� �.x,r� - ; �� �i 1 -� � _ _ -�'�:;,� � ��'<- - I � ` �- ,, _ _ 1 � . -- - - _ _ ;�,�� i 1 � � � - I �.�'° ' ' , � � «�� r��' .i`�*!f� �+a . ... -•. R_ - � t°;���=_�,"�.�� _ � . . '�� � �UR VERSION OF A WINTER WONDERLAND. ' The warm weather isn't the orsly reason winters in Palm Desert odionulput aliquut lor augiam nullaorem z•rrit prat nostis dunt are so wonderful.Then's also our�olf, shoppin�, ditiing and am, se vullametun� dio elit�uiscequi eu feuis ali� vulla fcum in ' luxurious hotels.'T'enihh euis dolorerci]dolummo ddfg jiamco voloreetue core diat prat num ivacilit iusciliyuip ea feum vd nscnt lut lamet ulputat, yuis ea feugiamet velesequi enibl�ero dvnt velit nonum r.zrit nim dore. 1 � ;r':.,� .._ � , _ , , PALM DESERT � - _ . .. .. _ _ . , . . . �ALItORNU � �� 1 �� . ,�, � .A•�r • _ . .. . i:_. �,-���- 0 i� _ ` t� _. � � :1�.� '7 � _ ," �+�` � ,�. _ �, -'� �', � ' - �'� � �. � �"' ,,ii,-`�. . � - - . •^� � .,�.�~� iu;,,�" •- ''"� � � � � '�.r z�y-4t� � _�`, ` , .. 7 _ �: � a �' , ,rrp»c.`.w.:i�rz:.._�,: 1 4'� - �.+r � � _ _ ,;�� " ;.. :� � � i � � � `y. ' �� � k � � . �, . t� Y�� i 1�4 �_'' i Y 1 ��� , .. i . , � � � _ S 1 � _ � s ',�,''� �.� I -; •�: . ''�' -; � ��_, _ ��.: ._ ,' _ _ . ___ . . _.._ .._ _ � � � � _ ,� , ' r4 ,. ,�A\� _. � � � - � ` .. � ♦ �. � '��;� � � 1 � R�� _' 1 !�: ��� � ' � � "�'�` � � �� , �'T�.�'.- R•: �'i�� � � `������ { �` � N� �`u� � � � ; � ,f � . ._ '��.,,,_ � � { ; � ��� _ :,a � , - � 1 � _ _� '' �._ _ � 1 � , - � ,�: 1 � ,� _ ,;, � , 1 , � � ' � ..� __. , _ . � ._.. � THIS SPRIN�, LET YOURSELF BLOQM. � Spring ltes sprung and so shall your spirit wl�en you arrive in nsent lat lamet ulputat. y�is ea feugiamet velesequi enibh ero Palm Desert.Explore new ground with Palm L'esert's incredible ocUionulput aliquat lor augiam nullaorem azrit prat nostia dunt ' outdoor activities. Or get rejuvenated with some well-deserv�d am,se vuilametueuis alit wAa feum in voloreetquip ea feum vel reiaxation."1"enibh euis dolorerril dolummo ddfg jiadsf ad mco dunt velit nonum urit nim dare_ ■ ■ �� a PALM DESERT .. �:����.i.....� ..� .. , _ .. . . . �' . � . .. �.. ULIfUNNiA , .... .. ,—., � ,. 7:4 �� .. �� l , . � `.�. � '��f -'J . .. . � � 7� . _`. . . � . •. : , .` �'�'.. �.-7� .+i��i . . f�. '`. _ _ ' _ .' _ t ,. �j�' '� . . � . - ' ��p, �?..e � ' . , - •- �.7� �� ������ - . �; �x , r —� { � � � f, ����4 r� � ,.� � �. � �: GW r`y - ��' r . ��. �� � � .� � ,� ,,,,� ��. ,� � ��;� �, y-,�-�- �, $�� � ��;� � .J�' ,� j <,�Ns + ' .� ._''�-..� i •�' � � ` �- } �' � �.- . '�._ .7�'+t� .r� ��:t ^_� �4 s. .¢�� '� r.` �� �. �`:�_, ac. A �: '. a' �� _.'�- �;,. r -- .� � 4 �^ f ' �_�'" :. ��. • q�.-.� ��' �!��_- .�w ,. , ' a,�..� � ,, �„ �"' �� ""�w�'"' . w •. '� '�. 1 ` •'�.�',.x. �c . ����-�m ' '�l � � `��'� � �"� a. _.A ,,-'` ._ _ '�� �'� �� � ,�v � °•� ,� �, ,,_ __. __. - � � ._��,V _ � �L 1 , , 4� � f ..�._ .��,�'�. .. � } �a��'�,j�. �' � �� � , -- ,+ , . � 1, s �► � �� f � . + � - 3 - - � +� � � ' �, ��!� _ , , . . !-I � M .. �1. � , ��� �:�� � `' ,�1'',l � ,�„-. � � � � ��'�' .� v , - - .���1 �� -'��^. �f 1~ iJ� _ �'.15� -.Y,� ^ � ' � . . . � .� .. , ,�"•. 'Y; 'r� �,. , � �F�'' _ ,� 'Iq�',� �C >u�` �' 4. :Y: N i� �� '.� � ��� � � __ ' '�. " ��x ��. . '' _ �� 7 � V!I .�.tf ._ .-. _ . . . . _ir__ n$ .., _ � .... _ _ - � __ ' � �EE WHAT MAKES OUR S'UllVVd�EitS �EALL.Y SHINE. 9ummer in Palm Ursert is what svmmer is all about. Sparkling never end. Rn osdfn oein fosadn f'oin�dfg jisd sdf dFsxf ad mca ' poola, relaxin� spa treetments, incredible shopping and sa nsent lut]a�net uiputac, quis ea feugiamet velasequi enibli ero much more will make this year's,suinmer vacation unforgettable. odinnulpur aiiquat lnr augiam nullaorem zrrit pcat noatis dunt ' And with such incredible resort rates yc,u'li wish summer would acn.s iel dunt velit nnnim dore. � ^ �� � PALM DESERT [ni.iweNin � _ .. � - �tN.. . ' .. ,_ . :�,' , . _ . ... i . , ,� ,. r� . � 4 � �1 �a ' ' - ..w-���, � �� � _ °� Y�� l�' �� ,#�� i �� _�. � '� }�,.i�, i � , � . A��� �.� — 'x �.- �' � ��• ��1 .� _.. . �. .s} h'� .. ,. . ��,f _ �•.d�� '_1 � ` y� - �V ,� ',�w�,�- � °i'��� � � • - ,� .. f . ` . ... ����., � _ � � - _,.s �7 � ����� � - ,. � � - ,..�^ '_- � . . " - �� '� � � � j � _'_"' � J — . � .3, r � _ ...Lu- �� .' .L.i S/'W�e.., .. .....� � � ��}.� _� � ..� � ..+��� - - . - , ���,_.r�►. "�,-��,a "1f ;�',� "" - .. r '' ^;�� _.�.wv-_ -.M � ��' � � � � _ �' :=����=,: � = � .�: � , �� .�, � . � - An 1 a i - �'` �� • • n � f p..c v �s' n�, u ■ ; _ � ■ � � � � y � � �� � � , ���, �r -. � " � �����" �; ���' _ ��.�'t _ � � � � ,� _ .�,., '�_ , . ! Y• ��+�.��. � .. .. -_-1� T���. . ., � ..�F+.. . .. �� �: - - �-�, "-�� _ ._ T�+,� ' I�� � 4 .� '�� ,�� 4 � �.� - � w�e� �3- �w.. -�:`��. � ��,'-� . � - �.; .�y. ..,, A��,,. ��`� � � i_ ��:..",��� ���. ���. � ���"�'�'S�� �{- � � � �t�•J► ' � -1 „ Y - -- _a�;' - ,� ;� , . � . , '�'�..' `r � � �i --r "'�� e'',' 3� , t,► } Ll ,� . �y Y�� • 1 `�'L'�' '~-•f�� Y '` � �� M � ,a � � �� :.,..�_ .. _,. _. - L� �� DISCOVER WHA'�' MAKES F�iILL SUCH A COLORFUL SEASON. � + Maybe it'x our annual fall fashion �how. Maybe it's c�ur wide c.i1 dolummo ddfg jiamco suotifin onv on roafns dofn eo rnf 4df � aekction of fine dining.Or maybe it's the bri�ht feeiing you get nsent lut lamet ulputat, quis ea 1�eugiainet valecequi enibh ero fromjust being here.Whatevei•the reason,fal]in Palm Desect is odionulput al nullaor diat prat nwn iuecilit ivaciliryuip ea feum ��� bursting with a colorful nrray of activitics.Tenibh euis dolorer ve!dunt velit nonum zzrit nirn dore. ' � �� ■ PALM DESERT � -. . � - . � CALIFORNIA - i�J�: -' :� �y.� � ? 4'j• 1 /_`. r � .q ..' f` -. MP�;:it' . _ � .��' �i�. _ _ . , � . , .b° . . �T' ��.q�� ,4 ,. �F.a',it r;;;� �_�- �. ;_, �� : ;. � _ _ ,��_ � . - ...}r.,. �i . _ . F 4I- n Y� � - .'1H-. _ [� ?i. - ' � .i -- ._ . _ , � . ^�� `�'. �� i a 1 - -..�.. � ' �'� � . .. .. ,. ` .i .. �.:�1F.-.. .�.__.--._.__. . . . . '' ,� _ .. � _ ' F � . C ,� � 5 � �, Y �.J � � � T D � i � 3 Y , CAMPAIGN _G � � `c, i � � � � This campaign showcases the beauty and variety found in Palm Desert through striking n � images and emotional headlines.This campaign invites the viewers to envision them- � selves in Palm Desert by enticing them with the seasonal choices the destination has to r �+ offer.Specific seasonal copy would be crafted and adjusted based on message testing r � results from the banner ad campaign. s � ; y , � ���v��.�- ��}�� . . . . . � '�i�S�T��� r :� ' _ � ��C i. y., _� , � � i .. :� '���t _ :t � "r, .- �� .. . . ., .. . . �� , .. , �.. ,,�-�i: - ,1.�- `�r� .`�„�. _ �.E_ ���_,�` � �. ]�: ` y ik l.,:,�, � r . � r . „ ..f e�/3�� �/ ar:��l���� �/ � '.�� 'I�_ � , . , �' ,..�_" ��� �� � 'y�• -*�wrc�-. F4" �� Rq � - .,e��� F . . .. . .. T�"-T....... . .. . - . . � ���. � . r .. � Sometimes you need�o get away to�nd yonrgelf./!lAd in the winter�Yhere's no�better�lace to find y �sself'tba�►:in a watm Palm Desert sanbeazn.. �Dlorem accum yus�t nim iriustin henibh euis�o- Y° � �lorerail ddlummo dl�amconsent lut lamet ulputat,quis ea feugiamet veleseqtu emiT�h ero odianulput / � ali uat lor a ztullaorem zzrit rat nostis dvnt am,se vultamet�dio eli wss uF eu Feuis alit � q � r q � � ' �AILIVO DE�ERT '� vulla fetmm in volore�tne core.diat prat:nwn iusc�YY ivecilic�trip @a fevm vel dunt velit non�, CA L t FO RN I A 4 w .. _ _ .. , � . � � * � ..�.._.. . .�,. M ,•; y� ,� ' . �_ `��r / `�.: .� � - ' � / � J C�'t.��tLlx,f.'G�GlJ12r� ;l,� � t:. � l! a P t,l�1 fl'tG. L P r� .O � �''�.a - - . �ve � �� ���/1�ui -.'�.��. -- . � U J Z c� � � H� Replace tu�in�to Yhe store wiET�runnu�in�,to the sunaet wheu yon visik Palm Desert.A true desert � � parac9ise,�Pa�m Desert o�'ers an exbilarak3ng respife fro�n�the dgily grindlorerai dolummo diat�acun � Qsent lut lamet rilputat,q�is ea fet�giaaaet ve'leaequi enzbh ero odiontflput aliquat lor augiam nullaorem / � z�rit prat nostis dunt am,se v�llametam dio eliquiaseqvi en Feuus alit v�la feum in vo�oreeaue core i��LM �D ES�RT ¢ sliat�rat num iuscilit iusciliquip ea feam vet dunt veliE noaum zzrit ni�n doIore qaim eacero consend. �A LI FO RN'IA � :j ; a� ! _ ��� .r `..' / � �' - •'� '•' y �. . � 7 � � �. �, � ,U �� � � �= '�: "��r� , , , , w�, �*, � ��a _�< :, ,, ii1� � ' !� �� �. � . �� � � R �� ���1,�+w� J X `l' ° �t •Y . . .. - - •M1�. �� . �ilN,:.. �... ��� , ,.� C Y�-.� '9��� ._ f . _ � �{T. �}� i ' � �� � .. ,,.1 .� - _� f�J. . hl I ,:1� r ,{L',rVh �fhly ' � ., ���� - - � f . - . , . ._� . . . :A ,t - ro'` ' 4f. � �,r,, •_x'. � � �����.;r��: ' r.�� ' r: �,""�" :; ;Y - � � .� _ ` y �17 li� - . i ,.. - . . .-. . '._ � --— r...r �- }'�r' : � . . . _._ ..d - �iti . .. . ._ �''���� _.. - _ 'V •�Y- t1 - . � -� . _ M I � '����t _� �. . .. . - ��'. •.�Z i � �1 �� _ . ,J����/� .� - -- . . . _ . .. . . . - � . .. �� , , . , . � . _ � : �-_- ' . � .. . : , , . , . � � � . .. � � - ' � � - r-. &cath�an.13reafihe vut.ltela�:.:�v�d4,ic'�:�*a�zr s+�t#n�,#a Ps�ttn;I��sert�isd itia 1��tca�et�, ; `� � ���� w Lamr eo�nc��f on�`tt�cau�e�b�mmsd�iar�u�`4»af.f.t��zf`o��uijr.�7n do�n eanf nsdnf din�fii�nd ` +� foin:ma��v�iti�o�s d�ia�:#,°�f�w�,etu�g�ao�m.va�rftprat r�rss�Cis�luu't ami:'�se vul�ai�c�n � ; � �,a:��q�������������������t�,��q���� �,r�"�.Nl ��ES�ERT � ve]�`u�a�e�ie�an��""�s�otct� ��. ' � ��ro��fa�e��in '` nultar���r df i�in�ac£; �G � :� •�� �? �ACIf0ltNltk �.. �, ;;. _ F� . . . � . .��' 1Vf`���4J'� ' .. " . . . -4 �.A ; i f - - — - - � , ,.� .. . �- , �-�- . .''�a����. r; � � . i..�,� _-l. - �:X f .,�L:. -� -- � - ��� d� «i .r� -4�L ��� �� - � .r .��� . � ... �� , �. `�5r. � ` _ -.l-t'.:. t�r_ �frW�.. _ , . . v w, - � .�� ` � �, � , � '�. - � _ � '�'� �=��. � � ` -- � �� � � � - ,- . . .� . � ,. „ � 4,_, _ , � � �� � � � ,,�.,, i� I �,�1 1 i.f ..��.. � � � .. . . �'1 . � . ��7' �. }:' . .,����� '. ,.'.�'"' ' _ ,. -. � � � � � .z. ,. - � �,� . ��,� � � � r�:�;.� . �► „ � ', �' ,; ���' . 4 �� � , :�':f- , •,'- �{ �.��,_�. �� '�rSy _ '�rG - . .��4' 4 _�'� L { ,� � _ ',1 - - W1 .. ;.Si i.�J �r 1 �, � �,. �rF ;L,. � ' - '� . "M �,' _ X �. •`� x'' r '� . � _ . . �• � =,.. ,+' _ ; �� � , _ �� . � .'S'� / y.�r w. _ 1 V " � � � / '�.�/� �l'_. ��� . ��G��n��L7K ^�y.yp�1 IL� . � ' ' . �� .� ..,.,. . _. . . ���!ilG';�� �`v����� � '�t�"- . .� .d �.. ' - _ , �� '' , ,P' : � v - ,� , -, - �. H � t � New shoes.A ttew dress.Some�hhing For the diu'v�g room.Ia f'a�m Deseri,you can treat yot7r�eIf to. w � v� wor�d-class sho�ppia�.And aloug the way you just might find the besY�treat o'f all—yo�renewed spr��t. w 0 ��enibh ego oc�ionu[pu€atiquat lor augiam millao�em�it prat nostis dunt am,se vullametvm I � dio�1'rqwisse�ili eu fe�is a3it vuIla feum in voiareetma cora�at�rat num iusc�it i�scili�rip eafeu�vel I�}��,� p���RT Edunt velit nonuzn zzrit�dolore�exero cansend ionse uk�um nui�am�o dkpi�ia ex ea feust. CAL I FO�N f A �'- .�� �_ ,.�� � - 4, _ �� x� - r :�, -� ,G,, :`�,.c^'ll.l . i� . ' . - . . . _.. . _... _.:. ... . , .. �y..�. . � n.. - r�,� ' .tf��• �-��� ._t ; �� + ' ' ��. �r r i.. �::,..� � � E..� �..� � � 9 ,..3 � ,i � ..i ,� CAMPAIGN ,.� _J � � � � This whimsical campaign features common objects associated with the four seasons i _� 4 created Palm Desert style.Palm Desert is a different kind of vacation destination and i � these images showcase a different way of thinking about each season.Like the other � campaigns,there is a strong primary focus on the overarching branding of Palm Desert . � with a secondary focus including details about the specific seasonal activities and offers. i , i 1 : � � � � � � � � � � � � � � , � � � � �� , � � � � � :� � , � � t � � � � � � � � � � � � � i� � � � 1 � ' � � R � WINTER IN PALM L ESERT The calendar may say winter, but in Palm bla facil ipisi endre mod dolore veriusto od y Desert the weather is perfed for golf.Or hik- magna feugueratet nim dit ulla feu facidui �.:. • C�};, �� ing. Or shopping. Or relaxing poolside. Faci ssede vel iniamco nsequis nos nulla amet �.� tio dolesto dolorem irit adio er auguer susci nullaorfins dfn oenf osdinf oiadsnf asdknfaf. ����r.� Y,' Tion roasndfosostrud tat wismolo rperit eugusdfbe modio con heniam,sed diat. 1-/��„M �ESERT CALIFORNIA i � I � � � � � 1 1 1 1 1 ��-- "`�� -� � ,\�� _ � �,. �. �.� �,� 1 �`=` _ � �' ,� `�.. ; � ,- , �� . � �- �1l. � � �� . � � 1 � � � ��r � �� � , �, � � �� � , 1 � � � � ' � � � PRJi� GTIME I �J PALM DESERT � 1 1 I � , ` � � Spring showers? Not in Palm Desert. We and leave ihe umbrella at home. Eraesequi ,�.�'•�^. :� have over 350 sunny days a year.This spring, blam illo feu feugiam alisim vel ut nonulla 1 �y� �tr�,' '�ry ,� ' ya i� -a explore Palm Desert's outdoor activities like feum verostrud tatsdfwefry df adsf wismolo CSt��� ;�` y i ' i ' fi r e ri i t i i t. � hr '�,��, .��_, ' h king, b king, goi ng o hors back d ng rperi eugue modio con hen am,sed d a � �� � � Tion roasndf sda fosostrud tat wismolo rperit eugue modio con heniam,5ed d�at. PALM DESERT CALIFORNIA i I I � � � � � � � � � � � � #; �. ' "�,, 1 • , N 1 �'I �� � , � ♦ � �'� ___- '�fl I . � L, �-� - _ �, 1 _ 1 - - , 1 �, , � . �. 1 � r- t_ � � � SUMMERTIME IN PAIM DESERT 1 1 I I � It's time to show off your summer tan by hit- illa feu feugiam alisim vel ut nonulla feum — ting the pool in Palm Deserl. Our luxurious verostrud tat wismolo rperit euyue modio con � resorts boast some of the best poolside atmo- heniam, sed diat. Tisis num nullanditUd ea , spheres oround. Wr sdf dfg eraesequi blam feuisl do dolutat alit loborper am nos dolum � �;�, �t��,_,: Tion roasndfo df sostrud tat wismolo rperit eugue modio con heniam,sea d�at. PALM DESERT CALIFORNIA — I { 1 / � � 1 A � � � � � � � � � � � ' 1 ;NI ' ' � t�UTUMN ! N PALM aESERT I 1 I ! � What's on the menu for fall in Palm Desert2 giam olisim vel ut nonulla feum verostrud tat ' - ' � How about delectable dining? Whatever wismolo rperit eugue modio con heniam,sed � _,,, _, .,. T J� • .. you're in the mood for we've got a restaurant diat.Tisis num nullanditUd ea feuisl do dolu- �����• , � T- _ to please your palate. Fui blam illa feu feu- tat alit loborper am nos dolum atinci. � � � I ' Tion roasndf fghhgjosostd tat wismolo rperit eugue modio con henia sdfam,Sed d�a,. PALM DESERT CALIFORNIA � f I I ! I � �.:� € a ��..� , � : , ;.fi , s � �� ; CAMPAIGN F 1 y i � � � � Taking advantage of the true beauty found in Palm Desert,this campaign would be in �P � , the form of a spread to give viewers a better sense of its magnitude.It would run as a :j teaser campaign,including just enough information,such as unique URLs,to let � viewers know it's Palm Desert and how they can learn more. � � � > i � S � , � _'�;:,��r�;''' . � , : � ' r � ��4 , LL;. 55 - �U , , , , ' , .�1:_ �� „S ��„ �' :�. , ��-`i.'.. }�� ��1� 1 � � i,'_. �I� 'r.l� .,_.ti.. �__�. � �`'.,4 _ �- . �� 1 , _- , 1 �, ! �-� - _ ; �,;. �j �� �� . � _ �; � ' . f � � y� �� � t� `L �n''� � . � t-.�. , i �� i`� � '. � � - � W - , � i 0� '_',�k, , -,, � � � ,:-'4 � — — `�:' � � ��:� �ro. � . !�ks.. '��� �' ,��' _�� �� _ � �� . .7 ��.� � , �� ' Y i�`�� , _�v i .i , � � �� ��I , iJ,l � ���r, • , �v� �y�- � y� . " �. � A .��-:�� � ��. ��,.. 1 , •t�.`�}; � , ,.r � - � ;�� �^�.1. .i�, :u i '�r���, ' - .-.�. � � .� u � "W. . :r,~�' ��,- � � �, � - -:�. I - �' ,� ."�. � p����_ !�. ,p� 1' 1�_ 1�, __ � �. 'S:�' . � �'- .�i1:.�:-.'�ts + �� �.., t � � . ,,. '�. � � L-,� __ �. � � � � � .. .. . . _ _ ._ ... ,�„„�. ,, , ,: '�����,�',����,�•_ ���. �—�;, , h . �li i � � � � �.1 4 y �. ,k ; �h � -rV.r F T�.: '. 81x '`� .'� � �: i N. ■ I '�Y --0u! . ':���.'), � - . .. 7i� '°'R �..� � Y�f.+� . :-I. 1 �, S.F� , � - � ' ' !�� �� lr t 1 .. -l�- '+'J T 5. ■ � .���,�� k, '°''i-'����:'�' � 1 1 ' . ri.. :Y., �� `�_ � .i�,r� � 'Jr;'�;� .� =,�'S::��;�. � � � .� '� �;i �,,�f. , _r`+'� ' �� � � �J- ��.y���a. .'� � ,�� . _ ` , •,�.� ^F�••-7� ` � .. . ' i } � � ��� � �-� ' 1 _ �" _ -z _� - . �� "-:�.��.' �t � ,. � . � _ � - ��� � ! ��' �� , 1 ' �`� `� � . y _ , . ,,it' ` . . 1 � r � 1 ` �:? .0�r i - . . . --��:.����� - .,�• . .ti_ I ��'��6' - ,��.i :!y � . •'� x , �`1'� ; ;•�R�` l�. 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' ; �r;tifi;, � - ��,` �„�'' a ,� @ :� R ,� � � .� .� � � � � ,.� � � ALTERNATIVE PLACEMENTS _� � - .� � Palm Desert messaging can extend beyond print ads and online banner ads by .� � appearing in places that are unusual or unexpected.Following are ideas for � alternative placements to use in addition to the print and online advertising initiatives. � x _� � - .� .� � � � � � .� .� � � � ; 9 � � � � �� __ � � - � ,_ 1 �� 1"�■ �•, .,�' - r'�,.o� � ��"""..�' _- � N ` �`,'.*; �, "�` � , +�h -�,; . . ■ �r�":� � � �� �� .�;�--" .�F �� .� ` ��' ,��_ � .►•�. .�" � �t.' .�. , �r_ �y . . _ ._... �. ��{, l � ¢��, e � _� i+, . .�`. -._t�a�.�w�er�..�. .. --, . ��, t � M1' , a'aY � . � � -�� � S � ... c�': ���. . n� .i, n � . � ' , � A �. e � ,'� ;�i _�• � � ' � r "r� �� � � '� , , '�`� � ,. _ •k THIS TREE � � BELONGS IN : ` � PALM DESERT. � � :- ,� AND SO DO YOU. ,� ' ' .. . .. . e � . PNM06iAi � � ` � � n �� ���, .� � ,' . � r .. . . .,_... �.,��[ ., , . �`� r,_ 1 _ _ — ' _. � �,Iq I e' ' � � � ` . � . •Zr -,u . . . .' _ " � '� . � � . .�, ..- � J � HEAD: This tree belongs in Palm Desert. And so do you. DESCRIPTION: Palm tree placed on city sidewalks in locat;ons such as New York and Chicago. Sign would direct people to visit the Palm Desert webs�te. I 1 I f � � � � � � , __ . _.: , . ._, .. _ . .. _ ,.• _- 1 It ,'� �� � - - ` .]��I�' � ��l M�� I �. x �` � , �. �� :,.. 1 ,� . � - : '�' �-^ r'�� i•.� ;' _5 � ' �` .�� '�?.. ..-_, : ,_ .,. . . , .. � �4� - r:�. - ,+P��� _ � . ��.. . . - 1 � �• . ._ ..._ . .. _ ' � A 1 ` ' .. ^,� � ._.- -":�. � '[ �� ' ...�..._ 4 � � � SPONSORED BY j � PALM DESERT. � �..�r - . _ ��„ ".,,� � �f��l�rm�'' � ' � �.... .� � ,1 J �. V ��� -.. ' . _� .- __ . . . � _ ' ._. . _ . ..�� ��� ' ���� + - � . ..'�11���j��� �'`�� � " ��� •'�s i.�_1�r.. . _..� .Y'�^�'L�.. �- .� —�— —_" -��4 M1lw'� -�IEdY'�'',..'�fq'a1.RNIL::.17�ua1(�ie. � �.. 1L.��..n 7��_tL��l{�' ��.� ._ � aj!' � - � � _.. ' . ' . . ._. � � HEAD: This break sponsored by Palm Desert. ' DESCRIPTION: Pool chairs located next to bus stops and benches as an alternative place for peopfe to � sit. Sign wouid direct people to visit the Pa�m Desert website. � � � � � � � � _ � � ; �. , J=� � , _ � ,y� . �����I � 'i e:II - �; � � � � .. � ..�. � ro�_:_��� ��y�lyoORllitl�W�R'iRIF1QVM��Itt �...... � � , „� .._� 1 � � � � � HEAD: It's always convertible weather in Palm Desert. ' DESCRIPTION: Taxi cabs in large cities would be vinyl wrapped to look like a convertible. � � � � � � � � � _ . , . — - _._ ..,. � .,- ,�;,. . _ . ':i ' �'�i�i"�'�,t �:� r���ni: ���s i :�'. i��;>;v3.�r�. i����.'. �r " +'.� F n .� s ro � �v_� , 5�' , 4. _ � I ' , �' f '� �a , �ti. -��._ 1. � . __� . � _ .� v'�r� ��' ,? - , _ - , Trav I to v��here the sun always s ine�s � Palm Desert. � �� �'� � �I PAl.n4 pESER'r � cv.irtauti,a � 1 i � � 1 - .._--- --� �. �.� .Q.. p g: '��� � ��'"'�� �' , ��•-. ..,:��:�..�� -. z.� ... .._..._ _ � 1 _�b,�.,: �,. ., _ _ _�.,._ '��'"� .. �� ,�,a� --------- -—--- -- .,. W � HEAD: Travel to where the sun always shines. Palm Desert. DESCRIPTION: Sunglass shaped glass dings would be placed at eye-level on airport bathroom mirrors. � The corresponding line would direct people online. � � � � � � i � � � � �i ■ � - � ... . - ;.b. � 1 S i-'�,''r,� ��'_�1'� . Y 7 � . — - _ . V� � � i• �T y /�I� "_� _ - - __ - � . � � � � �' �?�• � �� ' 4 �'� ����:�V.� .. � ':.i�- .�.'. .I.. , rtiY -r':.F� . . . • kik - �� �� � . . . .. ... ' . ._ , � _ � . .�� .. s.ti_ . _ ' .� , r.f _ '` / _ �2_ - ..c .�j:��.� �1..._ _ :1-. " " ._� _ ��F ��.. Y _ ' . F� , _ I{ r ; a . k &� �' 'r.. ' r � �¢, ! kk� i / � � y `,� � �.. f L ;: � �� �.� .-.. :.y� _ ,.n_� �.- �r- � , �,y � _ . ..�_ k , ,- _ _ _ y-y^�'rM, �t- .i�� �''����I��1 y�. �' r . S " ���0�� Al� y♦-�� "il]f'_«��'� _.If'•' 1 :i sr' i i . - �r - 7 - � � HEAD: if you're having this much fun now, imagine how fun �t is in reaf iife. Visit Palm Desert. DESCRIPTION: Game on airplane table tray. People p,ay by fl;cking or "putting" their peanuts into the hole. The corresponding line wouid direct people online. • . resen a �on a � o a m ese une �9, 2�1�: -:� F FERTILE GR9UND HY�RID IDEAS*" � ,`� ` _ - - - •; �+. + � , �� � �� - <,' - r� � � .� � , .. +, . , _.., �' . �. . � � t ��» , �e � f 7�"'' • � j ' � (� ' � ' � � ,. . � . � � � , � r { � ��. � � � . � . . � - 1 � � I 1 , � � r � � � � � �� � _ � ' I � � � r � t ► i. . , � Perspicax quadru pane spin osus suffragarit preto siurrmpe rets ' oragi.Cocificat satis adlaudabilis ator imExrtat bel luss.Catelli ' � �- -. ,�...�k . ' <: � virrumperetxnde corrumoragi.Tocificat satis adlaudabilis ator im , . ;. ��j�� � __ putat bel luss.Catelli perspicax quadru pane spin osus suf fra ��p��� garit preto siurrumperets oragi.Cocificat satis laerud abilis eret Y � � � agrico Im peii.Ossifragi libere de corirsimonia otori. � I� �t. �� W f-����"_ I � i#`y�.�� ��I �' � �I � .r • � . i... PALM DESERT � . ,r � i'�,.� cnuFoeNin Sf► � � � `�� RF�ISTER CJh2 !'l1�_1VI-GES�I���.�FiG FC)G� Yf�iJR f(vSIDER PASS. �' � � Fy --., "�`��.. .ti � �� � ° �� �r��0 ��� � r �. �� . �� �► �I _ �� ������ � � �_ �� �0� � '�.� �,��. � .s��:�� ~ ��� �� � �� .. , , L� �� ��� .:,��� i �f� ' p l� � � ..� � �� . ��c ����� �� ��, �t�6�1�, • s • . � � . . M 1' E � - • • . - p � _ .. � . . . .-.. . . .. .__ ..___' .� r .... _ .. _ � ' ,1 � � �' .' » � ' � 4 �, s .� . ,i� , .. r - �•_� r ,r �,. � � i . Y ��,� �� .,�'..�. ``�-_ .�i� f r� � ` It must be �pring � r .. ¢ � f� �'��p V i ��C��� y ��� Sandre tie etuerit auipat utat.Ex esequisi.lpsustis augiam zrit irilt�m molumsan ut nonseatummy nummod magfacil ., - ute vel do ta[.Ex esequisi.lpsustis augiam zzrit irilium � molumsan ut nonseatummtat.Ex esequisi.lpsustis augiam �r ' zri[irilium molumsan ut nonseatuequisi.lpsustis augiam � ' � � ` zzrit irillum molumsan ut nonseaTummmessim quismoVore � r - � dionsequisl iriurero dipit aiisl. .� .r�' ���'" iJ�i �':�.1�+_' �i �l°i'` dlE,i! f�'ci�l(�-L��C-':if�'.f�'l.i��-C�i �`� -,�� � � ,� J _ � �`' �! .� -�' : , r.. w � �. � _ � . N .,.� � � � � � . I '� '�. ` � , �. _ � , �y :; ...� .� � _,_ � Visit the Palr�Desert Visitor Center to pick up your VIP Pass,i�567 Highway 11 i,Paim Deseri,CA 9226Q ' • ! � _... .. � i _ '� , � _- - - - �'•'�'r° - - _ -. � .:'z -, _ , , �^. , LOREM IPSE'� � . •- � . . . , __ , _. . , , _ . ., ... ... . , , . :: , _ _ . - i�''' SH�TIIVG STAI��� � _ ���9`;'� � PALM DESERT _ . . _ � ��=�; . ,. ^4YiN������ � CALIfORNIA � � �� � � , , � �_;,�� �=` � �� `�.''� � ���, �, -..wi..;w �`- ' . � �� •+',1 �. 1 / _. s ,�� ` �. �------ar. � � � �� ti � � � �.. � . . ��•I�1 � �� J_ �--- — ------------ ------ -- - -- -------------------- w - • r . ., r,,,ti yV y�jk 1�7 �Y�.�il�. ..1� � ,.;.V7( � - � �-,,k: y � � �.: � '- 'r t, � t� F��y� . �: r�; !�' �� .'Frr�'�,:.� ��� "'1'�' '°'��" "' M1 n+ 't �'i'', `F�S:�,,' � ".4 �� r� ,'�:',��,;: L • �t . a-� . _ x�.ti �. '.a L�REM MP��r'" rc"�� SU►3�C:ira� �..u._.�,�_�_ :i.;� _�_._.L _,_ �i� ',E. ic..: :...:a:� ��i:ii ,..i.. .�i:_: _c::�... _�e:a .t.. r noloris daiet quar�i. ��set r�elebat su�� esset foren� s�cit delc- - �.. IT MUST �E SUIV�I���' � � PALM DESERT '� ���M DESE�� CALIFORNIA . ,� �� _ �� - I � �s�R�. � � s: � �� ,� ��{'���� �:� � ��.: � � _ � � r. � L � �� I � �� . �: � �� . ` ` .'�� ,`. � +�` � � � ��� � ii � 6 . � 1 � , � � � ' ��� .e- ____� _. .-- - . _ , fi,l ..�_.�, .-----.W.----- -- - t . � -- - - - . Y� � 1 .� _ '�..,,,r.�.,, 'y,.�, _ •'l ,a.' �-� , . . �� � ~'� r:` p� 14�''��` ^ � _� �. r , , �� � �,� � � � - � � � ���'��;. * ; _ � , � , �. . 'T +, � h _f� ��^� ��?:'' � 6 �,,} .� 1, ���•f _ ' _ ,-T � -4 q �_���'irr�� v '' �. _ y 1 ' I � 1 . � � _ .• � _ . ' . �t �����I ., . .f' :asrL ,de.. , ,�..r, ti .-...�----__., _.� �, ���-;:, ,� _ _ SH�OTING STARS. FILM FANATICS. ,A,IoID MODERN MASTERS. IT MUST BE � , i � � � If you're looking for enciless fun for yaur winter getaway, � • �4� here's the place. Lorem ipusum doerine amdganad ume laoud . '�' and sign up today for our !r� ,;�r;�i !'�,;,, and get excltusive ' access and discounts to dining, shappping, anci � attractions every time you visit. Sign up tod�y at start ='� i� ' � � the fnn at Palm-Uesert.org. � r ;� � , ; .............�..,.......,...........,..,.............,.......... , ,� . _.: =-: g,�� ' .::. .., . , ., , ; : R YOUA "INSiDE� PASS" IHCtUDES: 'h+ ��'�` ` •25%ipsum dolroe eas partiasnap aes �� I Free ipsum dolroe eas partiasnap � �� , PALM DESERT . �. . 2596 ipsum do�roe eas partiasnap aes ' '"�''� ' AND MQRE! (4�IFORwA ,� �:�Hr.��':ti: . - .� i N. �� . . ;'' ... ..... ..................... .... ....................�........,.. ! -,. �. i - - - ` —� . �. � "� 1 ,�. ,,� ,�t►�. � - t �S . � � " " - � - ��;;' � ,�� �• � 4 I� r �r :� t. � � ,.� � N. �� , � ^ � l 'ti_ � r ��� .�(� '� � ' . .�1fr . _ � .. �� �1:� ., , �p L � .. ' �,r- � �..:.��...� �.�i,. ' !'. �f' �Y i 1 '� �� RlJNWAY RAPTURE. WORLD-CLASS TENNfS. AND ROCK NIRVANA. IT MUST BE � , i , ,s �'`°�_ � If,you're looking for en�iless fun for your s�t�ing getaway, � i � `{,`� ,, '`""� � here's the place. Lorem ipusum c�ae�lne amdganaa ume lanud , � ��: �. and sign iip today.or our '- , ' , a nd get exclusive � � ' �"�' access �nd discounts to dinir�g, s,�cppping, and ,�:. ,�. �� �.►t _ p' � � �� �" :� � attractions every tii�ie yau visit. Sign up today at start ! -�_ - ����"� _�-� the fun at Palm-Deserteorg. �d� � � .. `�' - ;... . � -'"�� � '` , , YOUR "INSIDEA PASS" fNCIUDES: � . � ; �� � � 25%ipsum dafroe eas partiasnap aes � M � •Free ipsum dolroe eas partiasnap 1�>' ,, 25°k ipsum dolroe eas partiasnap aes PALM DESERT . � � C\llFtiANIA - �� .. . .....................�......... . f AND MORE! + � � .......,....�......_... ... `�\ �r• s��' �