Visit Laguna Beach —

Introducing a True California Original

Visit Laguna Beach is the face of tourism for a charming and secluded beachside “village” in Orange County, CA, that boasts a richly artistic heritage and environment. Laguna presents a wide variety of experiences with arts, festivals, spectacular beaches and cliffs, great hiking and outdoor activities, and world-class restaurants and hotels. With all that it has to offer, Laguna Beach also has its challenges with tourism.

Client

Visit Laguna Beach

Project

Laguna Beach Tourism Rebrand and Awareness Campaign

Deliverables

Strategy, Brand Identity Redesign, Broadcast, Digital Content, Social Content, Digital Display, Print, Campaign Style Guidelines, Collateral, Apparel

The Challenge

As awesome as Laguna is, it’s no wonder that it swells far beyond capacity every summer. Many of Laguna’s visitors are day-trippers—tourists that come in for the day, “consume” Laguna’s beaches, attractions and resources, clog the streets, and leave often leave behind a mess. And more to the local businesses concerns, they don’t spend enough tourism dollars for Laguna to support their impact. Laguna didn’t need more visitors, they needed a different type of visitor.

 

The Insights

We wanted to set our sights on the type of visitors that take in a deeper experience with the places they visit. They explore more. Learn more. They’re foodies, enthusiasts; they get involved, share more, and yes—they spend more. Visitors who would have as much interest and pride and ownership of a fully immersive Laguna experience as the city’s residents and business owners. Not just tourists—the visitors we wanted to attract were the ones we identified as the “Experience Collectors.”

We wanted to set our sights on the type of visitors that take in a deeper experience with the places they visit. They explore more. Learn more. They’re foodies, enthusiasts; they get involved, share more, and yes—they spend more. Visitors who would have as much interest and pride and ownership of a fully immersive Laguna experience as the city’s residents and business owners. Not just tourists—the visitors we wanted to attract were the ones we identified as the “Experience Collectors.”

 

The Insights

The Idea

Even within Southern California, Laguna Beach’s offering is unique. Between the miles of beaches, cliffs, the bohemian atmosphere, outdoor activities and the chill California vibe and connection to the ocean, Laguna Beach is packed with kind of true idyllic California experiences that you can only find in one place, making Laguna Beach a true “California Original.”

The Touchpoints

The “California Original” campaign launched with a series of online and social videos and OLTV commercials, including an anthem spot along with shorter featurettes. Each specifically focusing the key pillars of Laguna Beach attractions—Outdoor adventures. Nightlife. Arts and leisure. Family experiences and a thriving LGBT community. Through print and digital ads, we focused our message on the specific target demographics for these pillars of authentic California experiences that “Experience Collectors” could find in Laguna Beach.

The Touchpoints

The “California Original” campaign launched with a series of online and social videos and OLTV commercials, including an anthem spot along with shorter featurettes. Each specifically focusing the key pillars of Laguna Beach attractions—Outdoor adventures. Nightlife. Arts and leisure. Family experiences and a thriving LGBT community. Through print and digital ads, we focused our message on the specific target demographics for these pillars of authentic California experiences that “Experience Collectors” could find in Laguna Beach.