Travel Costa Mesa, a nonprofit organization dedicated to promoting the captivating hospitality and tourism of Costa Mesa, California, sought to revitalize its brand and establish a connection with a younger, more vibrant audience. Embracing this thrilling endeavor, TJA seized the opportunity to craft an irresistible identity that would resonate with the younger generation, appealing to their evolving tastes and preferences.
The new take on the brand came to life in the Split Decisions campaign, which highlights the different ways visitors can spend their time in Costa Mesa. From indulging in Instagram-worthy eats to experiencing luxury shopping at the largest shopping center on the West Coast, the possibilities are endless. Visitors have the opportunity to curate the perfect itinerary that aligns with their interests and tastes.
By maintaining seasonal adaptability and executing tactics across various marketing channels, such as social media, paid media, video creation and landing pages, the campaign effectively engaged the target audience. This ensured consistent exposure and reinforced Travel Costa Mesa’s refreshed brand image.
2020 MarCom Award—Platinum: Web Video, 2019 US Travel Association—Destiny Award: Branding and Integrated Marketing Campaign | “Split Decisions” Campaign
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