Monterey County Convention & Visitors Bureau represents 13 distinct jurisdictions. Many of these are famous destinations in their own rights, including Carmel-by-the-Sea, Big Sur, and Pebble Beach. Many others, while just as incredible, are lesser known gems. Research identified a challenge for Monterey County: most people didn’t see these locations as connected in any way—as accessible to each other or as part of one larger experience. As their Agency of Record for the past several years, 62ABOVE was tasked with attracting a variety of visitors to stay longer and experience more of the broad variety of offerings available across Monterey County, California.
Our extensive research led to a single truth: connections happen easily in Monterey County—to nature, to each other, and to yourself. The new brand and campaign are built directly from that strategic platform.
Once we had the platform, we undertook a complete rebrand of the destination. The name of the organization was simplified to something much friendlier: See Monterey. The new logo hints at the natural beauty of the region and the way the jurisdictions are connected.
The creative campaign came to life under the tagline: “Find Your Way Here.” It extends into digital display, social media, print, and beyond. There are a variety of video executions, including a destination video with a custom song as well as a brand video that follows a real family who communicates in ASL—showing one of the many ways people can connect with the destination and each other in Monterey.