Redefining a SoCal destination.

Costa Mesa, California was known for cultural draws like opera, fine art and designer shopping. The city’s convention and visitors bureau had a brand that represented exactly that. The only problem? Their primary visitors weren’t looking for any of that.

Setting some ground rules.

The Travel Costa Mesa stakeholders had clear goals that needed to be met:

  • Increase the volume of out-of-market visitors and hotel stays
  • Boost top-of-mind awareness as a southern California hotspot
  • Tell the story of their local offerings in a more engaging way
  • Reposition the brand to feel less like a municipality and more like a leisure destination

Putting a plan into action.

After researching Costa Mesa’s primary feeder markets and industry travel trends, we found their audience was significantly younger than expected. We translated those findings into a new identity and messaging that showcased the area’s top attributes. The results were clean and fresh to resonate with millennial travelers—from single friends to couples and families. We then built a campaign around the idea of convenience, inviting visitors to create their own experiences while enjoying the many amenities Costa Mesa offers.