Visit Greater Palm Springs (California) aims to attract visitors with a new “Born to Chill” campaign. The destination has launched its summer marketing mission for 2025, focusing on the restful nature of Palm Springs.
The campaign was unveiled on 27 May, and runs across all media platforms.
The creative features animated visuals and taglines such as “Born to Play”, “Born to Splash”, “Born to Groove”, “Born to Zen” and “Born to Taste.” Each theme represents different attractions – such as wellness retreats and desert hikes.
“It’s not just about what you can do here – it’s about how you’ll feel,” said Colleen Pace, chief sales & marketing officer at Visit Greater Palm Springs.
Key campaign themes include:
- Born to Splash: Pools, lazy rivers and waterparks in 300+ days of sunshine.
- Born to Play: Outdoor activities like golf, hiking, biking and pickleball.
- Born to Groove: Live music, DJ sets and desert nightlife.
- Born to Zen: Spa treatments, yoga and hot springs.
- Born to Taste: Local food and drink – from farm fare to frozen treats.
- Born to Chill: Vacation deals and hotel offers.
Visitors are encouraged to share their summer experiences using #BornToChill and #SummerInGPS.
Some more facts about Greater Palm Springs:
- Economic impact: In 2023, the region welcomed 14.4m visitors, generating a total economic impact of $9bn and supporting nearly 51,000 jobs.
- Cultural events: The upcoming reopening of the Historic Plaza Theatre in December 2025 is set to enhance the area’s cultural landscape.
- Culinary scene: Greater Palm Springs Restaurant Week, running from May 30 to June 8, 2025, features over 100 restaurants offering prix-fixe menus. Proceeds will support local food banks.
Greater Palm Springs includes nine cities: Palm Springs, Desert Hot Springs, Cathedral City, Rancho Mirage, Palm Desert, Indian Wells, La Quinta, Indio and Coachella. The region is a short drive from LA, San Diego, Phoenix and Las Vegas, and is served by 30+ nonstop flights into Palm Springs International Airport.
Learn more at visitgreaterpalmsprings.com
