Objective
Drive increased demand for owned media, including the Central Coast Tourism Council (CCTC) website, video content, and social media platforms, while highlighting the Central Coast’s unique allure as a travel destination.
Challenges
- Increase awareness and engagement for the Central Coast region in a competitive California travel market.
- Inspire travelers to explore beyond major urban hubs like Los Angeles and San Francisco.
- Establish a unified brand identity for the Central Coast as a cohesive destination.
The Strategy
The campaign positioned the Central Coast as “The Original Road Trip,” leveraging its free-spirited allure and timeless beauty to connect with travelers on an emotional level.
- Core Message:
“If you take the time, it will give you the time you need… and it’s worth every second.” - Psychology/Vibe:
- Highlight the region’s unique character: a place where freedom, discovery, and connection come together.
- Showcase how the journey through the Central Coast is as enriching as the destinations themselves.
- Create a unified identity for the region, spanning from just north of Los Angeles to just south of San Francisco.
- Media Tactics:
- Search Marketing: Capture intent-based travelers looking for road trip ideas and California destinations.
- Meta (Facebook & Instagram): Inspire through visually rich, scroll-stopping content and engage users with compelling storytelling.
- Streaming Video: Reach audiences on platforms like YouTube with cinematic, high-quality content showcasing the Central Coast experience.
Results
The campaign delivered impressive performance across all channels:
- Blended Campaign Impressions: 1,341,268
- Blended Campaign Clicks: 51,701
- Blended Campaign CTR: 3.85%
Key Takeaways
- Emotional storytelling anchored by a strong, cohesive message resonated with target audiences, driving significant engagement.
- The focus on the Central Coast’s distinct personality and charm successfully differentiated it from other California destinations.
- A multimedia approach amplified campaign reach and impact, ensuring high visibility across search, social, and streaming platforms.
