Visit Laguna Beach Takes Home American Advertising Award
The American Advertising Awards–Orange County recognized Visit Laguna Beach with a Silver ADDY® Award in the Integrated Advertising Campaign Category – Regional/National, one of the industry’s largest creative competitions. With all that it has to offer, Laguna Beach has its challenges with tourism and the perception of the overnight visitor vs. the day tripper. Visit Laguna Beach worked closely with its advertising agency, Schiefer Chopshop, to conceptualize, create and rollout the 2018 advertising campaign ‘California Original.’ “With the new campaign kicking off in August 2018, we wanted to set our sights on the type of visitors that take in a deeper experience with the places they visit. Not just ‘tourists’—we wanted to attract the “Experience Collectors,” said Ashley Johnson, president & CEO of Visit Laguna Beach. “By leveraging Laguna Beach’s truly original offering, we developed the “California Original” campaign that showcased our miles of pristine beaches and cliffs, rich heritage of culture, arts scene and festivals, outdoor activities, inspired cuisine—all true California experiences that you can only find in one place – Laguna Beach,” Johnson added. Visit Laguna Beach’s campaign achieved more than 15.2 million impressions resulting in 20,000 visits to www.visitlagunabeach.com.