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The Sun Runner Returns to the LA Travel & Adventure Show

09/11/2013 07:49PM ● Published by Steve

Gallery: LA Travel & Adventure Show [8 Images] Click any image to expand.

The Sun Runner, The Journal of the Real Desert, will be returning to the LA Travel & Adventure Show to promote desert travel for the seventh consecutive year in February, 2014. This year, the magazine will be joined by The Real Desert, with Steve Brown, the new PBS TV show that covers the character - and characters - of the American Southwest.

Steve Brown, publisher/editor of The Sun Runner, will be on hand throughout the weekend to help provide information on desert destinations to the approximately 30,000 southern Californians who pay to attend the show. The popular Desert Road Trips Issue (December, 2013), and The Best of the Southwest: 2014 Desert Travel Issue (February, 2014), will both be handed out to desert-bound travelers.

"I love working the LA Travel & Adventure Show," Brown said. "It's great to produce a magazine and a TV show that highlight desert travel and culture, but there's something about being able to meet folks firsthand and help them plan a trip and answer their questions."

Brown noted that The Sun Runner had been at the LA Travel & Adventure Show as part of the California Deserts Visitors Association effort to promote the deserts for travel and tourism. Brown served as president of the CDVA for three and a half years. With the Greater Palm Springs Oasis Convention & Visitors Bureau taking over destination marketing duties for the CDVA this year, Brown said he has been informed that the Greater Palm Springs Oasis CVB will not be attending the show.

"What that means is that folks in the rural parts of the desert, as well as in the Coachella Valley itself, will not be represented unless their particular municipality attends," Brown said. It is my understanding that the Palm Springs Bureau of Tourism, the City of Twentynine Palms, the Ridgecrest Area Convention & Visitors Bureau, and some others will attend, but many areas across the Southwest will not. It's expensive to obtain a booth, equip it properly, and staff it, so many area chambers and smaller CVBs can't afford to come to the show."

Brown said that The Sun Runner's two travel issues, coupled with a variety of partnership options, including those with the new PBS TV show, The Real Desert, can help chambers, CVBs, attractions, and hospitality industry members reach the country's largest travel show audience effectively and inexpensively.

"We've got a variety of ways to get your brand and your information out to thousands of motivated travelers for as low as $198," Brown explained. "With the rental price of a booth at more than $3,000 for the weekend - without electricity, a custom backdrop, collateral, food or lodging for booth staff, we offer a way to connect with travelers looking for desert destinations to explore. And since we've done this show so many times before, we know how to work with folks to build that brand awareness and market your destination to this audience."

The Sun Runner is offering Travel Packs - discounted advertising in both the Desert Road Trips and the Best of the Southwest issues, along with a variety of digital options, online contest sponsor opportunities for both issues, and ways to enhance your presence at the travel show, ranging from sponsoring a presentation of The Real Desert to a live theater audience at the show, to being a booth bag or booth prize sponsor.

"If your destination or business is one of the best of the Southwest, then you really need to invest in having some level of presence at this travel show," Brown noted. "Just as a comparison, it is $7,000 for a full page ad in the show program. You could place your destination on the cover of one of The Sun Runner's travel issues - reaching both the travel show audience and our regular readership - for just over half that amount.

"Not only is the LA Travel & Adventure Show the largest travel show in the country, but it consistently connects us with the best regional market we could hope to find for Southwestern travel," Brown said. "A total of 70 percent of Travel & Adventure Show attendees say they found their next vacation at the show, and 59 percent say they will book that vacation within six months of attending the show. That makes it an invaluable place for us to be promoting travel for our advertisers across the Southwest.

"In addition," Brown continued, "more than half of attendees earn more than $100,000 per year, with nearly a quarter of attendees earning more than $150,000. Nearly three-quarters of them are between 35 and 65 - their peak earning years, and almost half spend more than $5,000 per year on travel, with more than three-quarters taking multiple regional getaways per year. That means when they connect with The Sun Runner Magazine at the travel show and get our travel issues with your ad in them, they're precisely the audience you want to reach."

More than $2 billion worth of travel has been booked as a result of the Travel & Adventure shows nationwide, and nearly 30,000 people paid to attend the 2013 LA Travel & Adventure Show, making it the largest in the U.S. This will be The Sun Runner's seventh consecutive year of being at the show promoting desert travel.

For advertising and partnership inquiries, as well as additional details, please contact The Sun Runner at (760)820-1222, or e-mail advertising@thesunrunner.com.
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