Driving Tourists to an Unforgettable Location

The Challenge

To establish Ventura County Coast as a leader in travel and tourism by highlighting its commitment to preserving the region’s unique environment while catering to the rising demand for viable travel options.

VCC’s greatest assets — the four cities of Camarillo, Oxnard, Ventura, and Port Hueneme — also posed the greatest challenge. With each destination having something unique to offer, we needed to figure out how to highlight the distinctive qualities and offerings that made each city special while keeping VCC’s overall brand consistent. Easier said than done.

The brand is administered by the Ventura County Lodging Association (VCLA), which consists of more than 60 lodging partners and destination marketing organizations. From day one, our goal was simple: find creative ways to attract more visitors and promote longer stays. With so much to offer, Ventura County Coast was in a prime position to reach multiple audiences. It was up to us to get the message out — and do it in a way that captured that unmistakable VCC essence.

The Solution

Create data-driven integrated marketing campaigns to increase overnight visitation and support local businesses and communities.

We’re not a traditional tourism agency — and that allowed us to bring a fresh perspective that tourism-specific agencies simply couldn’t provide. We knew our team’s collaborative creativity and brand-first process would produce one-of-a-kind campaigns that would set Ventura County Coast apart from other travel destinations. So, after reviewing their current brand presence, we started developing collateral and campaigns to increase awareness, sentiment, and visitors.

We launched a new, fully integrated marketing plan that targeted three primary audiences: outdoor lovers, good vibes seekers, and families. In all our campaign work, we implemented a strategic mix of awareness and conversion tactics to introduce VCC to potential visitors and show them all the unforgettable sights, attractions, and experiences the area has to offer.

Results

• 37.6M

  Paid Media Impressions

• 129%

  Increase YOY in overall web traffic

Paid media came out of the gate strong, generating impressive results right away. The designers and copywriters on our creative team worked together to create various campaigns that would reach Ventura County Coast’s three target personas.

From there, our media and digital teams introduced new dynamic creative into market, leveraging highly detailed geo-targeting and affinity-based layers, and driving awareness and conversion to VCC’s persona-based landing pages and booking engine in a visually appealing way.

Not only have efforts translated into all-time-high traffic and engagement for VCC, but now they have access to new, high-intent audiences they can leverage in the future for various marketing advantages.