The list of reasons to visit Catalina is long—but the DMO’s name didn’t have to be. So, we helped rebrand “Catalina Island Chamber of Commerce and Visitors Bureau” to two simple (but emotive) words: “Love Catalina.” Then we began telling the Love Catalina story, and the response was clear. Those 40,000 clicks the campaign generated? That was just the start.
We built a whole new brand design for Catalina, including a logo that was anchored in the island’s history and culture—combining architectural fonts and the shape of a burgee. (For those not up on their sailing vocab, burgees are the flags adorning many boats in Catalina Harbor). Next, 62ABOVE created a dynamic marketing campaign under the tagline “ROAM WILD.” As people began to emerge from pandemic lockdowns, many were looking to do exactly that—and Catalina is the perfect place to do so. The campaign launched with a comprehensive media plan including digital, OTV, SEM, social media advertising, and full PR integration.