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This is a place where inspiration is everywhere you look.

Branding \\ Print \\ Digital \\ Social \\ OOH

It’s in the majestic scenery—from the epic coast to the larger-than-life redwoods to the green, sweeping valleys. It’s in the diverse and eclectic communities, the people, the restaurants, the wineries, the history, the art. It’s in the moments of connection with the people around you. Or with yourself. Or with Mother Nature. No matter where your path takes you throughout Monterey County, one thing is for sure: inspiration is ahead.

Challenge

A MILLION DIFFERENT ADVENTURES. ONE UNIFIED DESTINATION.

See Monterey, which represents 13 distinct jurisdictions, had a clear challenge: Most people didn’t see its various locations as connected or as part of one larger experience. As their agency of record for the past several years, 62ABOVE was tasked with addressing that challenge. In doing so, the goal was to attract a variety of visitors to stay longer and experience more of the broad variety of offerings available across the county.

Our extensive research led to a single truth about the destination: Connections happen easily there—to nature, to each other and to yourself. The new brand and campaign are built directly from that strategic platform.

Out With The Old
In With the New & Improved
Solution

It All Leads Here

Once we had the platform, we undertook a complete rebrand of the destination. The new logo hints at the natural beauty of the region and the way the jurisdictions are connected. The creative campaign, “Find Your Way Here,” extends into digital display, social media, print, TV and beyond. Throughout the campaign, we show people exploring and enjoying all the county has to offer, highlighting the endless paths visitors can take from location to location.

Results
Strongest Creative
“Find Your Way Here” is the strongest creative See Monterey has ever tested, far exceeding goals for both drive and fly markets.
4X More
Because the ads were so strong at generating consideration of the destination, they were nearly four times more efficient than industry benchmarks.
500K
After just 2 months, research by SMARI estimates that the campaign motivated over 500,000 travelers to plan a trip to Monterey County. And we’re just getting started.

We’re not finished wowing you!

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