Monterey County Convention & Visitors Bureau was coming back from the depths of pandemic-related challenges as travel restrictions began to recede and visitors were thinking of planning their next trips again. The travel hiatus had been extremely difficult for the entire travel industry and competition for travelers was fiercer than ever. Careful to mind continuing safety protocols, MCCVB wanted to influence travelers’ dreams of visiting Monterey County as soon as possible. It was time to act boldly after so many months of uncertainty.
Building on MCCVB’s current tagline “Grab Life by the Moments”, we created a comeback marketing campaign entitled “Now is the Moment” meant to encourage travel to the destination right away. The campaign features people bored at home and dreaming of traveling to beautiful, iconic destinations in Monterey County like Big Sur, Pebble Beach, Cannery Row, Carmel-by-the-Sea and more. Unique camera tricks were utilized – some for the first time – to illustrate people who are suddenly transported from their homes to the destination of their dreams. The campaign strategy was designed to incorporate all facets of the MCCVB arsenal, and we worked collaboratively with the media agency and PR agency to ensure ideas could work across all marketing channels.
In addition to welcoming back scores of visitors from typical drive markets, new audiences were tapped. With a targeted mix of 30-second national TV spots, digital banners, social, and print, the campaign achieved a 56% increase in new users visiting the MCCVB website with an average Time on Site of 1:31. The campaign also achieved extremely high social engagement in fly markets like Houston and Dallas -- a first for MCCVB. Additionally, the average click-through rate was nearly double industry benchmarks, indicative of both engaging creative and highly targeted placement.