01 MAR 2019:   To capture their “oasis” brand essence in a way that would reach all audiences, the Greater Palm Springs Convention and Visitors Bureau worked with the artistic team Echoer to create a sound whose music represents the voice, culture, experience, identity and positioning of the destination. This video gives us a behind the scenes look at how they went about it

“We wanted to embody the spirit of Greater Palm Springs in a way that offers emotional appeal yet that’s grounded in what visitors here actually experience,” said Jeff Miraglia, CVB Chief Creative Officer, “Music is a part of the Coachella vibe and culture of Greater Palm Springs; it’s a big part of who we are.”

Miraglia notes that brand recall among consumers becomes higher with a song. “Find Your Own Oasis” was created in the spirit of the “I Love New York” campaign and other brand jingles of the 1970s but updated for today’s consumer.

“Not only do we utilize beautiful pictures in our spots, but by also using the song we deliver our brand message in a way that captures the ‘chill factor’ of the destination,” Miraglia said.

The song becomes part of the destination’s larger awareness efforts. “Our Greater Palm Springs brand is composed of what touches the senses,” Miraglia said. “Not only do you see our brand through our video series and ads, but now you can also hear our brand. Knowing what our visitors really want and what they truly appreciate in the most authentic way is what we’re delivering. We’re speaking about our destination impactfully and emotionally by using music.”

“Find Your Own Oasis” was released in 2018 and is available on iTunes for $.99. All proceeds for the song benefit the Greater Palm Springs Tourism Foundation, which provides scholarships for students in the hospitality field.

“Find Your Own Oasis” is the second song released by the Greater Palm Springs CVB. In 2016, it released “Chasin’ My Troubles Away,” written by songwriters Tim Nichols and Chris Stevens. Proceeds of that song benefited St. Jude Children’s Research Hospital.

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