As a southern California destination, Visit Santa Barbara needed to stand apart from other So-Cal cities and lead with a unique message. We decided to lead with "The American Riviera" a name that can be synonymous with Santa Barbara.
Making sure we had content that could fill the media calendar for 12 months, I choose locations that aligned with all of our age group audiences. I then planned shots that aligned with talent, time of day and location. We shot 9 scenes over 3 days with the help of two photographers and one videographer.
This is how content would work across multiple formats,
...across multiple channels.
Shot list (left) and video tactic breakdown (right)