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62ABOVE Creates New Brand Strategy and Marketing Campaign for Rancho Mirage Tourism


The campaign invites viewers to imagine the possibilities on offer at Rancho Mirage resorts

62ABOVE Creates New Brand Strategy and Marketing Campaign for Rancho Mirage Tourism

Independent creative marketing agency and destination marketing experts 62ABOVE have created a new brand and marketing campaign for client Rancho Mirage Tourism, according to agency founder and chief relationships officer, Jon Bailey.
Bailey explains the assignment, “We developed a unique and differentiated brand for Rancho Mirage, based upon the destination’s commitment to enriching the lives of residents and visitors. This branding process included strategic positioning, new logo, tagline and a creative new tourism marketing campaign.”
The new campaign features several highlights of the destination, including the four main resorts (Ritz Carlton, Omni, Westin, Sensei), Sunnylands, Rancho Mirage Observatory, and popular activities like hiking, tennis, and golf. The campaign encourages viewers to imagine the possibilities for personal enrichment through visiting Rancho Mirage with the tagline “Can You Imagine?”
“There's just something uniquely special about Rancho Mirage,” stated 62ABOVE president, Greg Carson. “We’ve been regular visitors for many years, so it was amazing to partner with them to develop this stunning brand and marketing direction. The 'Can You Imagine?' campaign truly shows Rancho Mirage's desert beauty and allure and is even more beautiful than I could have ever dreamed."
“This was a very important undertaking for the City of Rancho Mirage. The team at 62ABOVE really highlighted their knowledge base of our city, authenticity, passion and spirit of collaboration during the vetting process,” stated Gabe Codding, director of marketing for the City of Rancho Mirage. “From concept to final production, the team was creatively energizing, and we’re delighted with the outcome.”
Additionally, 62ABOVE did a one-day shoot at the brand new 6-star Sensei Porcupine Creek Resort as part of the Rancho Mirage Tourism campaign. “The team at Sensei loved the footage so much, they asked us to create a series of social videos and content to show off this luxury resort’s unique offerings”, Carson added.
The videos launched during the BNP Paribas Open tennis tournament, held in the Coachella Valley each Spring.


Agency / Creative
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Genres: People, Luxury

Categories: Sports and Leisure, Tourism

62ABOVE, Tue, 12 Sep 2023 18:10:00 GMT