CASE STUDY
Santa Monica CVB
Branding California’s Quintessential Beach City
Results
Tourism marketing campaign successfully drove tourism and visitors to city landmarks
Secured over 400 million media impressions
Increased brand awareness as the quintessential beach city
“I have had the pleasure of working with this team for a couple of years, and have seen the evolution of vision to execution on many great ideas. This team of fine folks is committed, loyal, professional and great at what they do!”
–
Vice President, Sales and Services, Santa Monica Convention & Visitors Bureau
The Santa Monica Convention and Visitors Bureau (SMCVB) wanted to brand its city’s as California’s quintessential beach city as well as a world-class travel destination. Moreover, it wanted to entice worldwide tourists to visit Santa Monica, and have them increase their visitors’ stay, thereby promoting expenditures and supporting local establishments.
Specific programming for specific audiences was created, such as the “Fun in the Sun” and the “Endless Summer” as travel and tourism promotions; “Sandy Monica” Mannequin promotion, in support of the new Santa Monica Place opening; the “Surfing Santas” promotion in support of the holiday season; a “Blogger Beach Contest,” as well as group FAM Trips for culinary media, bloggers, among others.
A media outreach blitz triggered 400 million national and international.
