Case Study for Agency
03-1013230-299

The San Diego Convention & Visitors Bureau
One Case Study in a Nutshell

The Situation:
San Diego was being marketed as a destination with a laundry list of
things to do -- SeaWorld, the Zoo, beaches, shopping, etc. While this
approach provided would-be visitors with information about what is
available in San Diego, it did not communicate any real consumer
benefit.

The Challenge:
Build a brand for San Diego that positions the destination for its
unique strengths.

The Process:
Primary and secondary research were utilized to gauge consumer
perceptions about San Diego and determine what motivates travel
decisions. This effort revealed those with a propensity to visit San
Diego are eager for new experiences and place more emphasis on
intangibles (how those experiences make them feel). They want to feel
relaxed. Rejuvenated.
They want a sense of adventure and romance.

The Approach:
In San Diego, it is not about all the “stuff,” but how that stuff makes
you feel. Strategically, this campaign connects with the target
audience on an emotional level and allows them to experience a taste of
San Diego. Each element, from words which paint mental images to
visuals which portray an element of style and freshness, work together
to sell the destination in a relevant manner. People are invited to
“get some fun out of life,” and San Diego is just the place to do that.

The Result:
Strong brands evolve over time. However, year one results indicate San
Diego’s position and marketing approach hit the target. Calls generated
by a national Cable TV schedule kept pace with the prior year, even
though the media budget was cut in half. Hits to the Bureau’s web site
have increased dramatically due to promotion via print advertising.