Outfront Solutions & Nuvoodoo+
1
Marketing &
Tourism Services
for The City of La Quinta
February 24, 2025
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IntroductionA
Tourism Strategy & Marketing
Implementation Experts
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Outfront Solutions and NuVoodoo are delighted to offer La Quinta a powerhouse team of senior-level strategists
and subject matter experts. By combining Outfront’s proven success in brand strategy, public relations, and
reputation management with NuVoodoo’s deep expertise in digital marketing, media planning, SEO, and consumer
research, we offer a creative and results-driven approach. Our mission is clear: to elevate La Quinta’s Gem of the
Desert brand with bold strategies, data-driven execution, and measurable impact. We’re committed to tracking,
analyzing, and refining every step to maximize efficiency and extend the power of La Quinta’s marketing investment.
Let’s make something extraordinary together!
Together, we are uniquely positioned to drive tourism growth, enhance economic development, and strengthen La
Quinta’s brand presence—delivering measurable success at every stage of our journey together.
A Partnership of
Destination Marketing Leaders
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01
Jeanine Moss & Roger Malinowski
Jeanine Moss
jeanine@outfront.solutions
917-714-6253
outfront.solutions
Roger Malinowski
Roger@Nuvoodoo.com
888-986-6366
nuvoodoo.com
52520 Avenida Rubio
La Quinta CA 92253
52520 Avenida Rubio
La Quinta CA 92253
02 03 04
Contacts Main Office Project Address
Agency Contacts
All information, pricing, and terms outlined in this proposal are valid for a period of ninety
(90) days from the date of submission. During this time, the agency agrees to honor the
proposed scope of work, deliverables, and budgetary estimates as presented.
Should the City of La Quinta require additional clarifications, modifications, or negotiations
within this period, the agency is open to discussions while maintaining the integrity of the
original proposal terms.
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About UsB
Tourism Strategy & Marketing
Implementation Experts
6
25 yrs / Outfront Solutions
15 yrs / NuVoodoo
Outfront Solutions
85-0663328
NuVoodoo
27-4312484
2nd Incorporation:
California April 8, 2020
01 02 04
Years in
Business
Taxpayer Info Incorporation
Agency overview
Two woman-owned agencies that serve a variety of industries from
tourism and hospitality to technology, women’s advancement, real estate,
publishing, business consulting, lifestyle and entertainment.
Outfront and NuVoodoo are partnering to provide
coordinated high level strategic and subject matter
expertise to boost La Quinta’s position in the marketplace.
Our data-driven strategies in brand, content marketing,
visual branding, and digital and traditional marketing have
increased tourism spending for New York City from $10b to
$16b over eight years and fueled growth in Hermosa Beach
increasing new visitors by 10%.
Our destination marketing edge includes in-house research,
expert teams in design, photography/videography, paid
media, experiential marketing, SEO, and marketing tech, all
aimed at generating new value.
Our work
8
Our work
Relevant Experience:
●Destinations & Tourism: Maine, West
Virginia, Wyoming, Reno, Ocean City (MD),
Aspen, Hermosa Beach (CA)
●Travel & Hospitality: Funjet, Southwest
Vacations, Truly Hermosa
●Experiential & Live Events: Museum of Ice
Cream, Fiesta Hermosa, Amazon Prime
Experience
Notable successes:
●Executed the International PowWow
Convention in NYC (1995, 2015), attracting
6,500 attendees from 70 countries,
generating $900m in direct bookings, and
bringing in 1 mil new international visitors
●Launched NYC’s first Restaurant Week and
Fashion Week
●Created NYC Fun Pass
●Published Women’s Travel Connections,
the first newsletter for female business
travelers
●Won 12 Hospitality Sales and Marketing
Association (HSMAI) awards
9
See appendix for expanded information
about some of these projects.
Jeanine Moss
Our team: local and global
Brand Strategist
Jeanine Moss, based in La Quinta, is a brand strategist, marketing and
communications specialist who guides organizations and brands from launch to
growth. Well-schooled in cultural shifts and technology disruptions, Jeanine focuses
on creative, practical, break-through solutions. Jeanine works closely with
entrepreneurs, innovators, and agencies and advises Fortune 500 corporations like
Accenture, Booz Allen Hamilton, and Omnicom on brand positioning, messaging, for
tourism destinations like NYC, and go-to-market strategies in a variety of industries.
Addressing significant cultural disruptions, Jeanine helped reposition New York City’s
tourism industry, created women’s initiatives for the Hotel & Motel Association of NYC,
helped commercialize the internet, and served as Chief Communications Officer for
The September 11th Fund. She has supported international non-profits and
associations like the American Red Cross, United Way of America, the U.S. Travel
Association, Financial Women’s Association, Hotel & Motel Association, and the
Department of Defense Personnel & Readiness Directorate.
Roger Malinowski
Our team: local and global
Business Development
Roger Malinowski is an accomplished business development and marketing
executive with over 15 years of experience leading destination marketing,
experiential campaigns, and omnichannel strategy. As Vice President of
Business Development & Marketing Communications at NuVoodoo, he
specializes in developing and executing high-impact marketing strategies that
drive audience engagement, business growth, and measurable success.
His expertise spans strategic planning, paid media, creative development, and
partnership management across industries including travel, tourism,
hospitality, and consumer brands. Roger has a proven track record of leading
teams, optimizing campaign performance, and securing long-term client
relationships, making him well-equipped to oversee the successful execution
of this contract.
Nicole DeMeo
Our team: local and global
Marketing
Nicole DeMeo drives business launches, growth, and turnarounds as a
recognized marketing leader with expertise in AI and marketing technology.
A Silicon Valley veteran, she collaborates closely with executive teams to craft
strategies that drive organizations through critical phases of their lifecycle. With
a track record spanning over 70 company launches—including four of her
own—she has played a pivotal role in increasing valuations, facilitating M&A, and
steering IPOs.
Nicole has served as a brand ambassador and marketing strategist for industry
leaders such as Steve Jobs, Eric Schmidt, Carly Fiorina and Chris Foster, shaping
brand positioning, messaging, and go-to-market strategies for Fortune 500
companies including Apple, HP, Accenture and Omnicom. She has also
developed and marketed funds including Griffin Gaming Partners, Andra Capital,
How Women Invest, and Earlybird Venture Capital.
Bridging Silicon Valley with global markets, Nicole specializes in bringing
fast-growth organizations and consumer brands to scale inspiring audiences to
take action.
Jessica Accamando
Our team: local and global
Creative Director
Jessica Accamando is a seasoned communications strategist and
branding expert with over 15 years of experience leading marketing
initiatives, event strategy, and business development. As the founder of
Creative Fish Studio and Creative Director at NuVoodoo, she specializes in
crafting compelling brand narratives, executing high-impact campaigns,
and driving engagement for businesses and nonprofits. Jessica serves as
Chairman of the Board for the Hermosa Beach Chamber of Commerce,
where she fosters economic growth and community collaboration with an
expertise in small business amplification. Her expertise spans strategic
communications, digital marketing, public relations, and experiential
branding, making her a trusted leader in both creative and business spaces.
Local insights: With senior leaders living in La Quinta, we have
unique perspectives on visitors, neighbors and economic
development.
Entrepreneurs: As business operators, we think like owners and
act like partners. We understand La Quinta’s appeal and how to
support it internally and externally.
Holistic Approach: Integration across all marketing operations
is critical for consistency, effectiveness, measurement and
optimization. We are data driven, collaborative and offer tightly
knit campaigns that support results attribution.
Strategic Creativity: From creating promotions and activations
for “New Yorkers Welcome the World,” to unique activations for
Hermosa Beach, we create disruptive promotions that engage.
Key Differentiators
ReferencesC
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Kelly VaughtMarkley Wilson
References
Principal/CMO
BeCore Experiential Marketing
kelly.vaught@becore.com
323-606-3108
Dir. of International Marketing
I Love NY, NYS Division of Tourism
Markly.Wilson@esd.ny.gov
845-705-6745
Michelle Crispin
Chief Executive Officer
Truly Hermosa, Visitors Bureau
president@hbchamber.net
310-376-0951
Chris Foster
CEO of Omnicom PR Group
Omnicom
chris.foster@teamoprg.com
202-285-1765
DisclosuresD
NONE
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Our GuaranteeE
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Partners in Quality
NuVoodoo and Outfront stand behind the quality
and effectiveness of our work, ensuring all
deliverables meet agreed-upon objectives and
timelines with measurable impact. We commit to
ongoing optimization, data-driven refinements,
and transparent reporting to maximize success &
satisfaction. We thrive on repeat business with
clients that typically remain for 3-5 years.
SubcontractorsF
We work with inhouse teams and select subject matter
experts
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Contractors
Graphic & Web Design Photography/Videography
We will collaborate with contractors for videography and photography, as well as engage
additional contract-based employees as needed once event details are finalized.
Maximize Video Production
Insurance &
IndemnificationG
We confirm that, if selected, we will meet all insurance
and identification requirements outlined in the RFP,
including necessary coverage and compliance with City
guidelines 22
Creative ApproachH
Impactful storytelling, digital precision, and experiential
engagement
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Amplifying the Gem
of the Desert brand
through audience
targeting, strategic
and differentiated
approaches, and
compelling
storytelling
Drive growth by
increasing
awareness,
engagement and
selection among
key visitor markets
Grow
Tourism
Enhance
Brand
Objectives
Adapt the tourism
campaign for
economic
development and
collaborate with
local agencies,
hotels, airport and
airlines on new
programs.
Econ
Dev
Foster local pride,
participation, and
support for La
Quinta’s tourism
and business
initiatives
Engage
Locals
High-Level Summary
Outfront and NuVooDoo offer the unique
advantage of having a footprint in La Quinta.
While this proposal offers many creative ideas
and approaches, they are meant to
demonstrate our creative thinking and we
expect adjustments based on our collaboration
with La Quinta tourism leaders.
Based on living and working in La Quinta, hosting visitors and participating in civic
events, below are measurable priorities we can see guiding implementation:
1.Name recognition / awareness: We see an opportunity to elevate brand
name awareness
2.Brand promise: The Gem of the Desert is evocative and we see
opportunities to associate the many facets of the Gem to deepen context.
3.Tourism growth: Increase hotel occupancy, patronage of restaurants,
shops and events and increase overall visitor spending.
4.Community engagement/Economic Development: To engage every
aspect of La Quinta’s tourism product, we will develop strategies and
tactics for all targeted audience groups: visitors, residents, associations,
infrastructure providers (hotels, restaurants, attractions, retail, etc.).
5.We will maximize the distribution and reach of groups like the Greater
Coachella Valley Chamber of Commerce, the Coachella Valley Economic
Partnership (CVEP), Greater Palm Springs Convention & Visitors Bureau, Palm
Springs Airport, California Hotel & Lodging Association, Riverside County
Economic Development Agency, Palm Springs Regional Association of
Realtors, and Desert Valleys Builders Association, among others.
Regardless of which ideas are adopted, our
strategy for implementation will be practical,
authentic to the region, efficient, and easily
implemented by La Quinta City teams with the
support of our teams and leadership.
Scope of WorkI
Everything we plan to deliver
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Media Buying
Maximizing Reach & Impact Through
Strategic Media Buying
Media Buying
Tier One: We will plan, execute, and
manage ad campaigns across 1-2
digital channels.
At this tier, we can explore advertising
opportunities on platforms such as
Meta, Google, and YouTube.
We will create a tailored media plan that targets both existing and new markets. By optimizing placements across
channels and leveraging data insights, we ensure performance is tracked and ROI is maximized. Our flexible strategy
guarantees your brand reaches the right audiences on budget, delivering the ideal media mix for your goals.
Tier Two: This approach allows us to
diversify your campaign’s reach,
targeting specific audiences on 2-4
platforms to maximize visibility and
engagement.
In addition to the channels noted in
Tier 1, you would have access to our
Connected TV & Programmatic
Display services.
Tier Three: Diversifying digital
touchpoints with campaigns across
4-6 unique channels, we will leverage
each platform’s strengths to engage a
wide variety of audience segments.
At this tier, we’ll expand your reach to
a broader range of platforms, including
Digital-Out-Of-Home Airport ads, and
Programmatic Audio.
01 02 03
Graphic Design
Blending gorgeous imagery with artistic
expression to portray the Art side of La Quinta
A picture is worth a thousand words
Our vision for the creative is to use
bold colors and landscape imagery
that teases exploration. Satisfying both
the identifiable and the artistically
curious.
Expanding on your previous header
image and guide cover, we want to
blend real photography with illustrated
components to make the pictures
artistic—emphasizing the Art side of La
Quinta.
Imagery is key…
For photo shoots, we
aim to capture
dynamic,
multi-perspective
shots that illustrate
life in La Quinta.
Additionally, we intend
to incorporate a touch
of lighthearted
humor, showcasing a
more casual and
entertaining side of
the desert.
Life is art.For robust creative
imagery, we’ll take select
photography shots and
enhance them with
artistic illustrations and
design elements.
Brand
Enhancement
Strategy for evolving and enhancing the
Gem of the Desert Brand
La Quinta has the unique opportunity to differentiate among
the nine cities of the Coachella Valley by amplifying key
communications pillars, some of which are already in play.
The 9 cities will not be considered as competitors, but
rather as collaborators to expand length of stay for drive/fly
markets and luxury travelers. A critical part of brand
development is audience targeting, discussed later in this
document.
Based on research/experience:
●Reputation: La Quinta is seen as a luxury brand
●Tourism product: La Quinta enjoys a rich cultural heritage,
events, wellness and relaxation offerings, celebrity culture,
picturesque scenery, relaxed outdoor activities, and
championship sports including golf, tennis and pickleball.
●Seasonality: Prime months continue from October - May,
while the June-September period is under-represented and
offers opportunities for promotion.
Brand Development & Stewardship
Our team will conduct research and develop and
present strategies, plans and approaches to City
tourism leaders to co-create the program. Our
process includes:
●Brand goals and objectives
●Gather insights into visitor mix, past brand experiences,
the tourism infrastructure, business priorities and city
vision and expansion plans
●Research adjacent “consideration set of cities”
●Test “brand evolution” concepts
●Engage the community by inviting ideas, testing
concepts, etc.
●Interviewing partners and collaborators
●Brand positioning rationale
●Brand personality concepts
●Brand promise
●Production and implementation timeline
●Ongoing reporting
How we ensure brand consistency
Over hundreds of engagements, we’ve produced impactful
communications supported by attention-grabbing graphics. All
of these efforts must be expertly managed and aligned to feed
media, publications, speeches, internal and external comms.
We act as senior-level stewards of the brand alongside our
clients, from agreeing on naming conventions to approval
processes, we collaborate with you to devise a system that is
easy to use, automated and accountable.
As marketing efforts become even more dependent on
technology, Marketing Operations is paramount to successful
implementation, measurement and attribution. Marketing Ops
will:
○Centralize brand assets
○Create and organize formats (short descriptions,
long descriptions, headlines, etc.)
○Incorporate SEO keyword guidance
In our experience, brand consistency
depends on the following:
1.Strategic oversight (“brand guardian”)
2.Team training
3.Systematic updating (version control)
4.Process review
5.Regular audits
6.Brand guidelines (style guide, logo usage, etc.)
7.Positioning and messaging, tone of voice,
personality guidance
8.Photo and video guidelines
9.Partner management
Brand Development & Stewardship
Approach to collaboration with City staff
for refinement and implementation
Over decades of experience we have developed methodologies to
quickly understand you, your business assets and aspirations so we
become effective members of your team almost immediately. We audit
your materials to ensure we leverage the substantial work already done,
and arm ourselves with knowledge and insights into your situation, style
and vision. We capitalize on your strengths and advise you on how to
overcome the challenges we will undoubtedly identify. And we live here.
Our process includes:
●Gather team/customer/partner input through questionnaires and interviews
●Conduct market and topic research
●Competitive landscape research to gain insights into positioning, target markets,
messaging, products and promotion
●SEO research to identify key words, topics and phrases customers are using to
search for destinations like La Quinta
●Working meeting to share findings and discuss strategy and direction - eliciting
input, advice and direction from the City staff
●Bi-weekly meetings with City staff to report on progress, and present plans,
creative, and upcoming activities and timelines
Brand Development & Stewardship
Goal: Increase awareness of La Quinta as
the primary destination for casual luxury
travelers and businesses:
●Increase awareness of attributes supporting the luxury
positioning.
●Increase the number of visitors who directly experience La
Quinta and incentivize sharing the hidden facets of The Gem.
●Create an upscale position for economic development building
on the luxury tourism positioning.
Travel & Tourism Growth Strategy
Tactics:
●Audience targeting: Casual Luxury visitors are an important target
market that aligns with our tourism product. Further research will
identify additional targets.
●Off-Season Summer Promotion: Convert in-season visitors into
off-season visitors:
○Create tourism package for tour operators and travel agents
○Promote in the valley in prime months.
●Digital and Physical Marketing Products
○“Productize” the La Quinta offerings with illustrated maps
■Create one-day itinerary illustrated maps
corresponding with brand pillars: art, outdoor activities,
foodies, wellness, etc.
■Publicize the itineraries.
●Public Relations Campaigns: Create “omnibus” public relations
campaigns in collaboration with the other 8 cities to increase reach,
frequency and context.
○Target feeder cities with direct flights with PR efforts
supporting pillars and packages
●Conduct “Fam Tours” for journalists and tour operators.
●Adapt tourism promotion materials for economic development by
adding infrastructure, population and other key facts.
Driven by a desire for exclusive, authentic
experiences, the Casual Luxury Traveler is
fueling the growth of the luxury travel industry
projected to grow from $397b in 2024 to
$832.7b by 2033.
●Relaxed and unpretentious luxury
●Multi-generational work and play integration (extended stay)
●Prefers experiential over material
●Sustainability and wellness focused
●Adventure with comfort
●Boutique and design hotels, luxury vacation rentals and private villas
●High-end but understated service
Seeking effortless, enriching journeys that align
with their personal values and lifestyle.
The Casual Luxury Traveler
Casual Elegance
Escape the crowds and
noise—unwind in boutique hotels,
savor fine dining, and enjoy stylish
shopping.
Discover inspiration in our rich
cultural heritage, vibrant art
shows, and the creativity of Old
Town Artisan Studios.
Timeless Appeal
Unspoiled Splendor
Game-Changing Sports
Wellness & Relaxation
Culinary Excellence
Pet-Friendly Paradise
Immerse yourself in nature’s
beauty—hike scenic trails, bike
through breathtaking landscapes,
and find your perfect escape.
Experience world-class golf, tennis,
and pickleball in a stunning setting
perfect for both casual play and
championship matches.
Indulge in world-class spas, serene
wellness retreats, and luxurious
resorts and villas for the ultimate
rejuvenation experience.
Savor La Quinta’s vibrant flavors
with farm-to-table dining, fresh
local ingredients, a lively farmers’
market, and exceptional
restaurants.
Bring your furry friends along for
scenic hikes, pet-welcoming
hotels, and dog-friendly dining
experiences in La Quinta.
Examples: Content Pillars
La Quinta, Effortless Luxury in Harmony with Nature
Example:
Escape to La Quinta, where casual luxury meets desert
serenity. Indulge in world-class resorts, private villa
retreats, and wellness experiences designed for
relaxation and rejuvenation. Tee off on championship
golf courses, unwind at exclusive spa sanctuaries, and
savor locally inspired cuisine under starlit skies. With a
commitment to sustainability, La Quinta offers eco-luxe
escapes that blend seamlessly with the breathtaking
beauty of the Coachella Valley. Discover refined
elegance, effortless adventure, and the art of slow
living—your oasis awaits.
Positive interactions with local residents and
tourism employees significantly impact visitors
beliefs, knowledge, emotions and intentions. To
ensure visitor satisfaction, residents should be
engaged in supporting and participating in superior
visitor experiences.
Below are examples of how we achieved local engagement for other destinations:
●Big Apple Greeters Program: We helped create and promote “The Big Apple
Greeters” program in NYC that connects visitors with local resident
volunteers who provide personalized, informal tours of the city which has
operated with great success for 20 years.
●Be A Tourist In Your Own Town: We carved out a resident program
highlighting the city’s tourism product, sharing tourism maps, guides,
discounts sights and attractions with residents.
Community Engagement &
Enhancement
We suggest engaging residents by
soliciting their recommendations
and participation in tourism to
The Gem of the Desert:
●Create a “Greeters of The Gem” program modeled
on the Big Apple Greeters in NYC. Residents
volunteer to take visitors on a 2-3 hour
personalized tour of La Quinta.
●Invite residents to submit photos of their favorite
La Quinta “Gems” in social media (e.g. sunsets,
sunrises, experiences, sites, etc.)
●Invite residents to share their favorite 1-day
itineraries in La Quinta
Economic
Development
The “Casual Luxury” positioning isn’t
just a tourism brand
The “Casual Luxury” positioning is also a powerful driver of
economic development. It signals wealth and modern style, and
highlights the city’s thriving economy. This dynamic identity
equally reflects the “gestalt” of both residents and visitors,
reinforcing La Quinta as a vibrant destination for business and
investment.
With the $2.2b investment in the Palm Springs airport, we
anticipate tapping into the airlines and airport’s heightened
interest in promoting the valley’s visitor and business
infrastructure. We will work directly with both by providing
videos, photography, story ideas and journalist assistance.
Economic Development &
Business Attraction
To align with regional economic development efforts, the city’s core
“pillars” will be strategically tailored for the business market. We will
augment the tourism promotional materials to include anticipated
infrastructure and real estate enhancements, business incentives, and
pro-growth policies. We will closely collaborate with key economic
development partners—including the La Quinta Economic
Development Department, Coachella Valley Economic Partnership
(CVEP), Riverside County Office of Economic Development (RivCoED),
and others designated by La Quinta—to drive business investment
and growth.
Impactful messaging and dynamic visual photography and video
content will be shared including:
●“One-sheets” for each pillar adapted for business attraction
●Video storytelling and 15-30-second carve-outs
●Economic development “deck”
●Micro-campaigns for targeted businesses
●Articles, blogs
●Engage influencers
Public
Relations
Newsworthy storytelling that expands
awareness and deepens the understanding
of La Quinta’s offerings
To increase hotel occupancy, add visitation during the off-season,
increase frequency of visits, length of visit, and check size at
restaurants and boutiques, our expert PR team will work with
journalists, event and festival organizers, PSP and airlines to increase
visits to the LQ website, requests for the Visitors Guide and social
engagement.
With unique products like a summer promotion and the Greeters of
the Gem program to promote, we will break through with unusual and
newsworthy stories targeting the travel trade, mainstream media,
and local media.
With new photography and videography, unique “one-sheet
products” for La Quinta’s “pillars” we will build a Media Section on
the La Quinta websites “playinlaquinta” and “Laquintaca.gov.”
Public Relations
To extend our reach, we will create “omnibus” campaigns in
collaboration with the other 8 cities to promote an understanding of
the riches of the valley. A “rising tide floats all boats” strategy.
We will work with event and festival organizers, providing packages to
make La Quinta promotions seamless including: stories, customized
itineraries, photos and videos.
With the appropriate budget, we will work independently or in
conjunction with the airport or other cities to create a “familiarization
tour” for journalists, site selection committees and influencers.
Having managed the crisis response for NYC for both attacks on the
World Trade Center, directing the global communications effort for The
September 11th Fund and supporting proactive and reactive crisis
efforts for the United Way of America and the American Red Cross, our
team offers extensive crisis communications experience.
Digital Services
Strategic, data-driven digital
marketing and optimization
Digital Services
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Our digital services cover all elements
outlined in the RFP, including digital media
management, SEO, PPC, website
optimization, and performance
tracking—core offerings we provide
regularly for all our clients.
Data drives every decision, and we never
take a “set-it-and-forget-it” approach;
instead, we continuously analyze
performance metrics and proactively
optimize campaigns in real time to ensure
sustained engagement, efficiency, and
measurable results.
Photography &
Videography
Capturing stills and motion for
maximum impact, efficiency, visual
consistency and creative impact
Photography & Video
Tier One: Single day production for photos and
video for both tourism and economic
development. Includes: 3-5 unique scenes,
typically delivering 30-50 unique fully released
images, minor retouching, one drone shoot, one
“economic development” video, 2-3
“cut-downs” (:15-:30 sec clips), editing, motion
graphics and full buyout rights.
We propose a combined photo and video production package for maximum budget efficiency,
visual consistency and creative impact. We will capture stills and motion in the same
production period. Based on three budget tiers, this effort will produce:
01
Tier Two: Two day production with the
addition of a tourism video. Includes
6-10 unique scenes delivering a library of
locations and activities. Typically
delivers 60-100 unique fully released
images, retouching, two drone shoots,
two videos (econ dev and tourism),
animated titles, and B-roll.
Tier Three: Multi-day production with paid
on-camera spokesperson, highly polished assets
for multiple marketing objectives. Includes paid
talent, 100+ unique fully released images,
retouching, two drone shoots, tourism, business
development videos, scripted on-camera
segments, full post-production and
multi-platform formatting.
02 03
Website
Management
Expertise meets creativity
We will manage the City's tourism website,
including content updates, event calendar,
multimedia, user experience optimization, and
technical support.
Maintenance
Design
Landing pages and content that deliver
experiences visitors covet. Our team knows
no bounds.
Activations
Engaging audiences with the many
facets of The Gem online and offline
Coachella Valley hosts a large number of events and festivals, yet it can be
resource intensive and expensive to have an impactful presence at each one.
For this reason, we recommend social-media photo-oriented set-ups that can
be easily erected and managed by one person. The success metric for
activations is audience engagement, and this guides our recommendations.
Activations
Flexible Social Media Photo Installation
To illustrate the La Quinta “pillars” we will create vinyl backdrops with
a luxurious chair and “poof” or pedestal for a pooch. We will provide
props illustrating the pillars for people to pose with.
Flexible enough for any activation in the Valley, we would also invite
visitors to submit their “Gems” for prizes.
Unique Activations
●What kind of Gem are you? Tapping into custom AI technology, we would
create a “madlibs” style online questionnaire similar to a personality test
in which visitors input their preferences to find out what type of “Gem”
they are, and what experiences would suit them best in La Quinta.
●Strutt Your Mutt Dog Show - create an informal dog show to be held on
Main Street of Old Town (perhaps timed to coincide with the Kennel Club
of Palm Springs Dog Show in Indio). This is not only a draw, but a fun way
to encourage user-generated-content and acquire content for social
media.
Annual Guide
Adding value to La Quinta businesses
and serving visitors with motivating
content
The Guide
We propose to increase the distribution of the physical
and digital guides, and create a mechanism to evaluate
their effectiveness. The use of physical guides has
diminished, though they are still requested. We will seek
ways to correlate the distribution of both the physical
and digital guides with tourism goals.
Best uses of the guides include:
●Promoting local businesses and attractions
●Opportunity to offer new experiences and events
According to our outreach, the four local hotels listed on
the LaQuinta website do not provide the current Guide,
though they offer maps and flyers. We propose that the
Guide and the “one day itinerary” maps be distributed at
all hotels in the region that will accept them.
If not already done, we propose distributing guides to
real estate offices, boutiques, golf shops, art galleries,
restaurants and attractions.
With our publishing experience, we see opportunities to
assist La Quinta in reaching out to advertisers and may
find opportunities to increase the ad buys by offering
advertorials and resources to design the ads. We may
consider running portions of the La Quinta Guide as an
advertorial in the Desert Sun.
Having held senior-level roles at the Magazine Publishers
Association, we are conversant with publishing
techniques, priorities and economics which we are
excited to share in our efforts to support the Guide.
BudgetJ
56
Meeting core RFP
requirements
Base
Enhanced activations and
engagement
Expanded
Comprehensive
execution with research
and full-scale activations
Premium
Three-tiered Budget Approach
750 900550
INVESTMENT LEVELS $550k $750k $900k
IV Media Buying $238,500 $320,200 $387,200
V Graphic Design $15,900 $21,900 $26,400
VI Brand Enhancement $15,900 $16,600 $17,600
VII Economic Development $26,500 $36,500 $44,000
VIII Public Relations $53,000 $73,000 $88,000
VIIII Digital Services $46,500 $56,500 $64,000
X Photography Services $26,500 $36,500 $44,000
XI Video Services $26,500 $36,500 $44,000
XII Website Management & Ongoing SEO $53,000 $80,300 $105,600
XIII Activations $15,900 $38,000 $44,000
XIIII Annual Guide $31,800 $34,000 $35,200
$550,000 $750,000 $900,000
Budget
TimelineK
59
A Timeline Always Works Well
Phase 1
Onboarding & Strategy Development
- First 60 Days -
●Stakeholder meetings and
campaign refinement.
●Creative asset development and
media plan finalization.
●Soft launch of initial content and
influencer partnerships.
Phase 2
Full Campaign Launch
- Months 2-6
●Media placements, influencer
campaigns, and PR activations
go live.
●Engagement tracking and
performance reporting begins.
●Mid-campaign optimization and
refinements.
Phase 3
Optimization & Scaling
- Months 6–12 -
●Data-driven adjustments for
increased campaign
effectiveness.
●Expansion into additional
audience segments.
●Final report and recommendation
for year-over-year
improvements.
SummaryL
61
Summary & Conclusion
Headquartered in La Quinta, CA, we uniquely offer in-person access to senior leaders and
“boots on the ground” for photo shoots, events and meetings. Collaborating as extended
team members, we will act as year-round tourism and economic development ambassadors.
As business owners, entrepreneurs, and small business specialists, we offer unique
perspectives on B2B, B2C and B2B2C initiatives, bringing fresh ideas that will harmonize
across all facets of The Gem. Our unusual blend of business acumen, marketing expertise and
destination marketing experience ensure that we engage local residents, attract visitors, and
effectively market economic development initiatives.
From creating a “Greeters of the Gem” program for residents or inventing breakthrough
events like “Strutt Your Mutt” we pride ourselves on creative promotions and campaigns that
align visitor needs and interests with strategic imperatives.
By amplifying attributes sought by the Casual Luxury traveler we will catapult La Quinta into
new consideration sets and achieve La Quinta’s vision of becoming the premier destination in
the Coachella Valley.
We welcome the opportunity to discuss our proposal in more detail and address any
questions you may have. We look forward to partnering with La Quinta to achieve your
strategic objectives.
AppendixM
Tossing in some more expertise…
63
Overview & Qualifications
At NuVoodoo, we specialize in leveraging
data-driven strategies to connect brands with the
right audiences. Our team has extensive
experience in designing and executing highly
effective paid media campaigns that drive
measurable engagement across digital, social, and
experiential marketing channels. We combine our
in-house research team’s insights with digital
marketing, SEO, and media strategy expertise to
develop targeted, performance-driven campaigns
that maximize audience reach and conversion.
We have successfully executed campaigns for top travel
destinations and experience-driven brands, delivering strong
business outcomes through innovative, results-oriented
marketing solutions.
●Destinations & Tourism: Maine, West Virginia, Wyoming,
Reno, Ocean City (Maryland), Aspen
●Travel & Hospitality: Funjet, Southwest Vacations
●Experiential & Live Events: Museum of Ice Cream, Fiesta
Hermosa, Amazon Prime Experience (Launch/Premiere)
Our cross-industry expertise allows us to take a multi-faceted
approach, blending destination storytelling, digital strategy, paid
media, research-driven insights, and experiential engagement to
create campaigns that resonate, convert, and inspire.
Founded in 2010, we are a woman-owned agency that services a
variety of industries with a diverse team of experts specializing in
digital marketing, SEO, media strategy, creative development, and
data-driven campaign execution.
Before being purchased by the Malinowski
family, the Huck Finn Jubilee was owned
and operated by the City of Ontario and
its Board of Tourism. The festival was
designed to attract overnight visitors to
the city, generating hotel tax revenue that
helped fund its operations. In its return as
an in-person event for the first time since
the pandemic shutdowns, HFJ was in a
“do-or-die” position. A change in venue
and structure required strong
communication and advertising.
NuVoodoo developed a comprehensive
targeting strategy designed to engage
previous fans and new audiences alike to
purchase passes for the event. In one
month, HFJ sold out of the top tier ticket
levels and nearly sold-out all other
ticketing categories. It proved to be the
best year by far for the festival since new
management began running the show in
2017.
MARKETING FEATURES
» First-Party Data Custom Audiences
» Optimized each platform according to strategy
» Full display creative package
» Consulting with organic social media postings
» Custom designed ticketing platform
» Website development and management
IMPRESSIONS
SOLD OUT
3 Tiers of Passes
in 30 days
2X
Sales of premium
tickets sold YoY
HUCK FINN JUBILEE
BLUEGRASS MUSIC FESTIVAL 2022
This Photo by Unknown Author is licensed under CC BY-NC
HUCK IS BACK!
October 7-9 600K+
Our objective was to drive festival-goers in
Hermosa Beach to attend Fiesta Hermosa
by strategically targeting audiences with a
high likelihood of interest.
The client emphasized the importance of
reaching attendees from recent events with
similar demographics and interests,
ensuring the campaign resonated with
potential visitors and maximized
engagement.
By leveraging location-based data, we were
able to serve highly relevant ads in real
time, increasing awareness and driving
attendance for Fiesta Hermosa.
MARKETING FEATURES
» Optimized targets according to GeoConquesting
strategy
» “Looked back” to previous events to capture device
IDs of previous attendees of the St. Patrick’s Day
Parade and Beach Life Festival.
» Using those captured device IDs, delivered ads over a
four-week period to increase awareness of the event
and drive attendance
460K+
2.9K
TICKETS SOLD
+117%
OF FORECAST
IMPRESSIONS
IMPRESSIONS
FIESTA HERMOSA
ANNUAL HERMOSA BEACH FESTIVAL
Our objective was to grow tourism foot
traffic in Hermosa Beach, a vibrant
1.4-square-mile beachfront city that
attracts over 2 million visitors annually. The
client sought to enhance the visitor
experience by showcasing the city’s
evolution, with a strong emphasis on music,
entertainment, shopping, and dining.
By highlighting these key attractions, we
aimed to position Hermosa Beach as a
premier destination that blends its rich
cultural heritage with modern, dynamic
offerings.
MARKETING FEATURES
» Optimized photography to reflect target audience
» Developed TikTok account to amplify to younger
audience
» Used activations at local festivals to grow email base
» Focused design and social strategies on lifestyle
LINK TO GUIDE PITCH DECK10%40K
GUIDES CREATED &
DISTRIBUTED
GROWTH in ANNUAL
FOOT TRAFFIC
TRULY HERMOSA
TOURISM BUREAU FOR HERMOSA BEACH
Overview & Qualifications
Outfront Solutions strengthens our client’s market
relevance in a dynamically changing world, helping
them become indispensable to their audiences.
Our business and marketing insights, innovation
and implementation expertise help entities like
New York City, Mexico, Turkey, Apple, and Redfin
evolve to meet changing needs, provide distinctive
value to their audiences, and quickly adopt new
technologies. The reward is greater competitive
advantage, loyalty, influence and impact.
We think like owners and act like partners.
As entrepreneurs and business owners, we understand the need
for breakthrough creative and efficient implementation. We’re
doers, strategists, amplifiers and connectors who prioritize
having senior executives working on your business.
Our marketing and creative partnerships helped introduce the
commercial internet, launch four unicorns, restore the reputation
of New York City, champion the vital mission of The September
11th Fund, and supported top visionaries, business and
governmental leaders including Steve Jobs and Carly Fiorino.
Offering a unique blend of business acumen, hands-on marketing
experience, strategic insight and global perspective we act as
strong partners to C-suite executives, government and
entrepreneurial leaders in driving business growth and success.
Outfront Solutions: Relevant Experience
We’ve helped leaders navigate the most significant
business opportunities and cultural shifts of our time.
New York City: Driving Tourism Ava Community Energy:
Brand Awareness & Exceeding Reach
Spyke Games (Client) &
Turkey (Country): Positioning & PR
Working for the city’s convention and visitors
bureau, we helped turn around the city’s lagging
tourism industry through a global communications
program that incorporated domestic and
international promotion, economic development,
reputation and crisis management. Working with
the I <3 New York State, the NYC mayor’s office,
Police Department, Business Improvement
Districts, Hotel & Restaurant Associations, and
tourism infrastructure leaders like Jonathan Tisch
and Tim Zagat, we created the first Restaurant and
Fashion Weeks, and created the “Best of Two
Worlds” tourism partnership with Disney World,
and created global marketing programs that
contributed to the growth of tourism from 25
million in 1990 to 65.2 million in 2018.
We were charged with generating awareness for the
a new name and establishing contextual relevance
to renewable energy. We created digital, traditional
and audio ads with an upbeat, witty tone with
omnichannel implementation including SEO, hyper-
local media, PPC, direct mail, local news, paid social
media, billboards, and Bay Area Rapid Transit ads.
Using AI technology we discovered brand-specific
topics which informed the evolution of the website
and communications strategy, advertising creative,
and content development. We exceeded campaign
goals in half of the time allotted with 80% reach and
3x frequency. We reduced the cost of PPC
advertising, and achieved an astonishing 17.59%
click-through rate.
Spyke Games asked us to position them for global
expansion. Headquartered in Turkey we added
value by positioning Turkey, unfamiliar in the U.S.,
as the center of game development in Western
Asia, bridging east and west. At the same time, we
positioned Spyke strategically as a “unicorn in the
making” and laid out the story for the media.
Within 24 hours we had 84 articles (including
Reuters, TechCrunch, Venturebeat, Forbes, etc.)
aligning Spyke with gaming unicorns. We amplified
the news, hijacked other news stories, and created
a drumbeat of success through a go-to-market
plan and “rolling thunder” campaign. We landed an
unprecedented 100+ articles for Spyke Games,
and Istanbul is now considered a major hub for
game development, second only to London.
Thank you
We look forward to working with you!