Catalina Island Chamber of Commerce & Visitors Bureau was at a critical point where their organization needed a refresh. Not only was the name a mouthful, but there was no clear identity or differentiating points of the Destination Marketing Organization. Representing an island that is quite literally unlike anywhere else in the world, we knew the potential to develop an ownable brand was already there.
We not only renamed the organization, but rebranded it as Love Catalina. With the brand identity drawing inspiration from the sea, sun, and boating culture, Catalina Island’s Tourism Authority was given a new look and feel. Due to the impact of COVID-19, we pivoted our focus to a recovery video, titled ‘No Man Is an Island’, which shared the current state of island travel and how much tourists are missed. The video was spread broadly, news outlets and trade publications picked up the Catalina recovery story, and the strongest response came from islanders and consumers on the mainland, all sharing positive stories of Catalina Island.
Following the highly anticipated June X launch, the Love Catalina rebrand was unanimously supported by the board, members, consumers, and island locals alike. Having built this brand around pre-existing love for the island, this shift in messaging reinvigorated the Destination Marketing Organization and brought Catalina Island to a level of recognition many never could have imagined for a small island 22-miles off the coast.