San Luis Obispo County boasts many tourist destinations along the Central Coast, each community vying for travelers’ attention, time, and ultimately, their stay. While each community offers a slightly different experience, it is a race to secure “heads in beds”. Over the past couple years, our client, Cambria Tourism Board, has grown to provide the highest Transient Occupancy Tax (TOT) in the area; a direct response from the number of lodging visits to the town.
While ongoing marketing efforts are in play year-round, it’s our “shoulder season” marketing that is responsible for inviting guests to stay during the off-season. So, while the sun may go away in many of our target drive-time markets, every day is a beautiful day in Cambria—which makes selling Cambria a very fun task.
In this campaign, we identified travel trends and interest topics specific to Cambria. Additionally, the 2015 shoulder season was threatened by El Niño, making it even more important for us to have a modular plan. We developed three different trip ideas, and support mediums for each, including individual online landing pages, digital itineraries, interactive online maps, short online videos and print ads in regional publications. The results: ah-mazing!