Taking the success of the Best of California campaign, we revamped and improved in 2019. Last year featured new content partnerships, innovative influencers and a focus on regional storytelling in San Francisco, Los Angeles, Orange County and San Diego. I incorporated the California Bucket List as a way of tying three unique destinations together through social media, in-person activations and on-property collateral.
CHOMPERS THE CORGI HITS THE ROAD
Pets have become more than ever before an integral part of the family unit, and increasingly people prefer taking their pets with them while vacationing rather than leaving them behind. Follow Chompers the Corgi on his journey as he captures the views in San Francisco, enjoys the wonders of Los Angeles, and explores the beaches and relaxed atmosphere in Orange County and San Diego.
INTERACTIVE INSTAGRAM STORY BUCKET LIST
Created animated Instagram stories for each of the 4 California destinations.
OFFLINE/PRINT
Front of Postcard Collectible
San Diego Bucket List Example
Boba Guys Flavorbook
EVENT ACTIVATION: THE FORUM
An opportunity to reach Ariana Grande’s millennial audience and put the California Road Trip campaign in front of them in a form that appeals to them – having an Instagrammable moment. Branded Selffee popsicles, polaroid photos, and destination specific tattoos were given out to promote the campaign.
THE SURFRIDER FOUNDATION ROAD TRIP KIT GIVEAWAY
Managed Facebook and Instagram paid ads for 8 hotels across California to promote The Surfrider Foundation partnership.
LOCAL PARTNERSHIP INTEGRATION
Developed partnerships across California to promote campaign through content, email, digital advertising, social media, event activation and print media.
