CITY OF LA QUINTA
Uncovering the Gems Video Campaign

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Situation
When the City of La Quinta selected Madden as their agency of record, they weren’t just looking for tourism marketing—they wanted a partner to deepen community connections. While leisure travel was part of their long-term vision, their immediate priority was crystal clear: ignite a sense of pride and engagement within their own community. Our mission was to spotlight La Quinta’s vibrant culture, its residents, and its rich heritage, creating a ripple effect that would extend into local drive markets.
APPROACH
The Uncovering the Gems campaign celebrated La Quinta’s vibrant culture by spotlighting its community leaders, entrepreneurs, and cultural champions. Madden crafted a five-part video series featuring compelling interviews set against La Quinta’s stunning desert backdrop, paired with immersive environmental portraits that showcased individuals in their natural elements. These authentic stories emphasized connection, pride, and a sense of place, resonating deeply with both residents and visitors.
To amplify the campaign, the videos were integrated into the city’s visitor guide with QR codes for a seamless digital experience, while an innovative partnership with MobileFuse delivered interactive rich media ads, inspiring audiences to uncover La Quinta’s hidden gems.
RESULTS
- The ‘Uncovering the Gems’ videos, distributed through Google Video, achieved significant engagement by generating 3,848 clicks, capturing attention through an impressive 3,641,527 impressions, and delivering 1,921,039 views. With a 58% view rate, the campaign resonated strongly with viewers, highlighting its compelling messaging.
- Through Meta Remarketing, the campaign drove exceptional results with 53,515 clicks and 1,258,664 impressions, achieving a remarkable 4.25% click-through rate (CTR). The highly efficient $0.21 cost per click (CPC) demonstrated strong audience interest and effective targeting.
Gem of the Desert
The City of La Quinta, known as the “Gem of the Desert,” sought to highlight the heart of its community: its people. While its landscapes and leisure activities were celebrated, the stories of its local leaders and entrepreneurs were untold. Madden launched the ‘Uncovering the Gems’ campaign to spotlight these individuals, celebrating La Quinta’s culture through narratives that emphasized connection, pride, and a strong sense of place.


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.
