SLO TBID | SLO TBID

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Ambition
  • Rebrand

Expertise
Industry
  • Tourism

Client

SLO TBID


SERVICES
  • Branding strategy
  • Logo design
  • Graphic design
  • Art direction
  • Copyediting
  • Print & Digital media


CHALLENGE
San Luis Obispo’s tourism business improvement district (TBID) logo and campaign was dated and needed that “wow” factor to compete with similar tourism destinations. The logo needed to reflect San Luis Obispo: a unique, genuine city with open space, sunny skies, plenty to do, and of course, happy people. The city wanted to appeal to an audience hungry for adventure, rejuvenation, unique cultural experiences, and great food and wine, all while increasing new and return visits.

RESULT
BCA launched a new logo and campaign in fall 2014, including a healthy mix of traditional, digital, and social media. In addition, BCA leveraged the TBID’s ongoing partnerships with local tourism organizations and its sponsorships to increase brand awareness among new and emerging audiences. Occupancy and transient occupancy tax increased each month following the campaign launch, with 7 months straight of double-digit percentage increases.