THE CHARGE
Find an ownable way to combine the destination's upscale appeal with a relaxed, playful vibe that connects with multiple audiences and drives increased overnight visitation while delivering on the established brand promise that Newport Beach offers a "taste of the perfect life."
The APPROACH
A whimsical blend of style and humor staged in iconic coastal settings. "Journey Well Beyond" captures the unique spirit and lifestyle of the town, islands, beaches and boating that Newport Beach is famous for.
Print Ads
Newport Beach Tourism Video
Newport Beach TV Spot
Facebook Instant Experience
Lonely Planet Ad
THE ResultS
Two seasonal flights, the campaign achieved:
31% increase in overnight visitation YOY, 36% in incremental visitor spending revenue YOY, 67% increase in intent to visit from key target markets during the Spring flight
53% increase in overnight visitation YOY, and post-ad exposure increased intent to visit by 7% in the challenging Winter season
