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Visit Anaheim’s New Brand Campaign—Uncommon Character

This spring Visit Anaheim introduced a new brand campaign, Uncommon Character, to illustrate the destination’s new infectious energy and innovative characters bringing change to the city’s dynamics. The campaign peels back the curtain and reveals unexpected hot spots, trendy culinary and craft beer experiences and revamped neighborhood spaces, inviting visitors to experience a new side of Anaheim. To paint the picture of what is uncommon to Anaheim, advertising agency Greenhaus worked with local tastemakers to craft a cast of uncommon characters for leisure consumers and the meeting/convention audience. This includes Captain Brew Beard, Pho Fan Girl, the Libation Sensation and the Crushers of Convention, to name a few. The first phase of the campaign on the leisure side focuses on key regional markets to drive visitation to Anaheim, including San Francisco, Phoenix and Seattle. The campaign will be supported by digital ads across a number of ad networks. For the meetings and convention audience, digital and print activations will go live this month across a variety of national trade outlets. The first phase, launched in April, targeted both leisure and meeting/conventions guests coming to Anaheim to experience one of the destination’s main attractions or attend a conference or event at the Anaheim Convention Center. For more information about the Uncommon Character campaign, visit VisitAnaheim.org/ucc