H/L recently completed a rebranding effort for Palm Desert, California tourism, complete with the new tagline “So Worth It.”

Built around the insight that truly great vacations should leave travelers with memorable experiences that were well worth the time, money and effort, the new campaign moves away from more cliché views of what a trip to the desert offers to put a youthful energy on the high-end activities and indulgent offerings Palm Desert provides vacationers. It’s these luxurious lifestyle experiences that make their getaway “So Worth It.”

“With every vacation, people devote their time, energy – and most of all – money. But few destinations have the activities that make you think the whole trip was worth it all,” says Dru Jacobs, Associate Creative Director for H/L. “Palm Desert is full of exciting and aspirational lifestyle experiences that will leave not doubt that a getaway there is well worth it all.”

Initially launched in January 2017, the campaign involves a mix of digital pre-roll video, digital display advertising, print ads, out-of-home, PR and SEM.