Primarily only accessible by ferry and helicopter, many potential visitors did not understand the many unique offerings when visiting Catalina, including eclectic hotels, to up-beat day clubs, one-of-a-kind vacation rentals and back-county Bison-watching tours. Catalina Island’s offering is as diverse as the island’s topography. In addition, the DMO was referred to as the Catalina Island Chamber of Commerce and Visitors Bureau, a name cumbersome to potential guests that did not reflect the true mission of the organization.
After an extensive research study, 62ABOVE first renamed and rebranded the organization. The Catalina Island Chamber of Commerce and Visitors Bureau became two simple (and emotive) words – Love Catalina. (The agency also procured an amazing URL – lovecatalina.com) The new logo is an homage to the history of Catalina combining architectural fonts and the shape of a burgee (pronounced bur-gee), the flags that adorn many of the ships in Catalina harbor. Next, 62ABOVE created a dynamic marketing campaign with the tagline Roam Wild. This campaign launched with a comprehensive media plan including digital, OTV, SEM and full PR integration.
Even during a tenuous time, as the country emerged from COVID-19 lockdowns, our full channel push proved a spectacular success. In just a few months, combined paid media efforts on Facebook, Instagram, and Google generated over 40,000 clicks. The ROAM WILD contest promoted on-air at 95.5 KLOS drove over 6,000 entries and ad units placed with Kargo, a premiere mobile ad optimization platform, are performing near benchmark at 0.79% CTR. Our PR team coordinated targeted national and regional outreach to spread word of the Island’s reopening, securing numerous broadcast segments and print features in Travel + Leisure, MSN.com, Los Angeles Times, TravelPulse and more. The ROAM WILD campaign arrived in time to greet those eager to get out again and continues to position Catalina Island as the “wild” we all need.