Visit Santa Barbara
Santa Barbara exudes traditional luxury—as reflected in their decades-old “The American Riviera” tagline. Yet to resonate with today’s younger, foodie, craft and adventure travel audiences takes a more expansive, experience-based, look and feel.
To broaden this quintessentially California coastal destination’s perception, we shined a spotlight on both known and unexpected experiences, featuring emerging areas with a fresh new vibe and energy. All while accentuating the incomparable setting, beauty and feeling that is just so Santa Barbara. A remix of a favorite song.
The new brand and destination campaign has been enthusiastically endorsed by the city who saw an immediate uptick in room nights and an influx of new visitors—with a brand message that feels contemporary, approachable and genuine.