HOW IT STARTED:

Visit Gilroy had just undergone a rebrand and was searching for a way to expand upon their new look. While most people know Gilroy as the garlic capital of the world, they were interested in opening up their notoriety and showing off the breadth of wonderful tourism assets they house.

WHAT WE CREATED

As Visit Gilroy’s on-call creative partner we worked with the organization’s existing brand to create new assets that showed off the lesser known parts of the destination. Through immersion tours and market research we identified the tourism assets that were under represented, and began to craft an enhanced brand narrative around them. From Central Coast road trips to amusements parks and desolate hikes, our goal was to make every touchpoint of the destination feel like a cohesive and notable brand.

RESULTS

The program generated 9.4 million paid media impressions, 6.5 million video views and 184,488 clicks, while social media delivered 11.8 million impressions and 259,422 engagements. Website sessions increased 55% year over year.