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.
Instagram carousel "look book" featuring our Loquita shoot images
Double-page spread for Telegraph's Ultratravel insert
Digital Banners
Revive And Thrive program. Hotel guests receive this welcoming kit with Santa Barbara coins and information
One of many video spots we produced for pre-roll and online ads
Shot list (left) and video tactic breakdown (right)
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