CREATIVE DIRECTION

CAMPAIGN DEVELOPMENT

VIDEO AND PHOTO PRODUCTION

MEDIA STRATEGY

VIDEO PRODUCTION

CHALLENGE:

Amidst a rapidly changing culture and economic landscape, Visit Atascadero was ready for a new campaign that felt fresh and would reignite the attention of target demographics and locals alike.

SOLUTION:

Based on the analysis of market research, trend reports, and stakeholder insights we came to the insight that our audience was craving content that felt lighthearted, nostalgic, and somewhat silly, so the Your Favorite Neighbor Campaign was born.

The campaign leans into our human-kindness. It humanizes the city of Atascadero, turning it into a beloved character that everyone is familiar with, your favorite neighbor. It carves out Atascadero’s own unique and welcoming personality while still highlighting our proximity to amazing amenities; right next door to the vineyards, just over the fence from the ocean. This campaign also evokes a sense of “localness” that visitors can expect to see when wandering Atascadero. When you’re here you’re bound to be bumping elbows with locals.

The execution of the campaign included a brand asset refresh, new brand systems, and a “90s sitcom” style campaign video complete with a custom jingle produced by local artists.