Uncovering the Gems of California’s Desert Playground
Summary
La Quinta has long been known for its golf courses and mountain views—but there’s so much more behind the postcard. As agency of record, Madden helped the City of La Quinta uncover the stories that make this desert town shine. Through refreshed branding, paid media, and storytelling rooted in local perspective, we showcased the artisans, outdoor escapes, and welcoming spirit that define the community—inviting travelers to slow down, look closer, and discover La Quinta’s hidden gems.
Client
City of La Quinta
Scope
Agency of Record
Campaign Title
Uncovering the Gems: La Quinta Brand Campaign
Results
3.6M+
Google display impressions
1.2M+
Meta remarketing impressions
59K+
campaign clicks
4.25%
remarketing click-through-rate
Storytelling Through Video
Madden interviewed five local leaders, capturing their stories against La Quinta’s desert scenery in a five-part video series. Each 3-minute segment highlighted their unique contributions to the city’s culture and community.
Immersive Visuals
The series featured portraits of leaders in their elements—a chef, an artist, or a business owner—inviting viewers into their world and fostering pride in La Quinta’s vibrant culture.
Multi-Channel Amplification
The videos were integrated into the city’s visitor guide with QR codes linking to the digital series. A partnership with MobileFuse added interactive ads, inspiring viewers to explore La Quinta’s hidden gems.
Community Engagement
The Uncovering the Gems campaign demonstrated the unifying power of storytelling. By spotlighting La Quinta’s extraordinary people, Madden created a video series that resonated deeply with the community and amplified the city’s culture to wider audiences, turning places into stories and stories into lasting connections.
