The Greater Palm Springs CVB is repositioning the entire area as the 'Greater Palm Springs Oasis' with the maxim: 'A Brand New Day,' and the announcement that 'Greater Palm Springs Convention and Visitors Bureau' will be the new name for the former 'Palm Springs Desert Resort Communities Convention and Visitors Authority.’
"Current research from focus groups and an 11-city image awareness study, plus guidance from our client advisory board and local stakeholders, have underscored both the need and advantages to promoting the Palm Springs area as a single destination," says Scott White, president and CEO, Greater Palm Springs CVB. "The new oasis brand is designed to show the unique and authentic experience that the traveler can expect when selecting this destination. Greater Palm Springs is one of the few true oasis destinations in the world with its incredible underground aquifer, three mountain ranges, and year-round sunshine.”
The new Greater Palm Springs 'oasis infinity' logo consists of nine loops representing the brand's nine pillars—what visitors can expect to experience and how the brand will deliver—as well as Greater Palm Springs' nine unique cities.
"The new brand captures and reflects the new destination and our new direction—the brand new day positioning statement is both an invitation and a result," White said. "Whether you're coming for a weekend, an extended stay, or a lifetime, visitors will experience a sense of escape, adventure and relaxation that is entirely unique to our destination."
The brand launch includes the presentation of a new identifying 'oasis infinity' logo for the destination, consisting of nine loops symbolizing not only Greater Palm Springs' nine cities, but its nine Brand Pillars – the physical and emotional principles on which the brand is built and are part of every city experience.