Can you market a tourism destination by leading with the locals instead of the attractions?
August 16, 2017 | Greenhaus
Just over a year ago, Greenhaus added Rob Petrie and Paul Whitbeck to its leadership team, with more than 45 years of collective experience to help grow our agency’s client roster in the tourism and hospitality sectors. Now, we’ve done just that – with the addition of several new destination and tourism clients. Most recently: Visit Oceanside and The Resort at Pelican Hill.
The new campaign for Visit Oceanside is anchored by four videos that will be part of a multi-year series, highlighting the concept of “O’riginal O’siders” – shining a light on key aspects of the destination including: Culinary, Makers, Entrepreneurs and Arts & Culture Meets Surf Culture. Each long-form video is hosted on the Visit Oceanside website, along with new still photography and trimmed segments on various social media and paid digital platforms. In just over a month, the campaign has already received over 100,000 views.
“At the core of each video is the notion that Oceanside remains one of the most authentic, true to its roots Southern California beach towns,” said Greenhaus Managing Director Paul Whitbeck. “We want visitors to see the genuine nature of Oceanside and to experience it through the eyes of those who know it best — each video is tagged with ‘Respect the O’riginals,’ a reminder that O’side welcomes you to be who you are, visitors and locals alike,” he added.
Unlike traditional “see and do” campaigns, this video series focuses on the vibe and feel of a place and what makes it special beyond just its attractions. The culinary video features Oceanside native Chef Davin Waite and his wife Jessica of the Wrench and Rodent Seabasstropub, as they introduce a culinary and farming community that truly cheers on each other’s successes. Legendary golf visionary John Ashworth is the cornerstone of the ‘entrepreneurs’ video and tells the story of launching his newest company, Linksoul, right on Highway 101 in downtown Oceanside, and his efforts to save landmark local golf course – Goat Hill Park.
The Visit Oceanside work is the latest in a series of tourism and hospitality account wins over the past year. In early 2016, our agency was hired by Kukui’ula, a luxury resort destination in Kauai, for an integrated campaign leveraging our team’s expertise in “placemaking” to re-launch the brand featuring both the property’s real estate offering and destination experience.
Momentum continued in the sector when Visit Newport Beach tapped Greenhaus to conceive and produce a new leisure campaign that became known as “Journey Well Beyond” – sharing the unique Newport Beach take on “a taste of the perfect life” with unorthodox and quirky pairings (being served designer footwear on a silver platter at Crystal Cove State Beach for example). The campaign was unafraid to break the mold of having to show everything a destination has to offer in a single spot.
“The Visit Newport Beach campaign pokes a bit of fun at ourselves. When it makes sense, a little self-deprecation goes a long way in creating an endearing and welcoming destination. But it has to come from a place of confidence. Newport Beach knows who they are which allowed us to showcase their personality and the natural attraction of the place,” said Greenhaus Creative Director Rob Petrie.
“We have always been known for excellence in “placemaking” campaigns for core clients in the builder and real estate development industries; we wanted to enter our third decade of growth with clients utilizing our expertise in new ways,” said Greenhaus Founder Craig Fuller. After successes with Visit Newport Beach, our agency was then awarded projects by the Orange County Visitors Association and just this spring, Visit Anaheim, with a new campaign coming later in 2017.
The Visit Oceanside work will continue into 2018 and our agency was recently hired by “Mountainside at Northstar” — a high-end resort vacation home community in the North Lake Tahoe area, promoting a number of new neighborhoods coming online for sale — as well as the destination itself.
Founded in 1996, destination advertising company Greenhaus has left its “placemaking” imprint on communities, resorts and civic entities in 14 states and Mexico.
Clients extend from Rancho Mission Viejo in Orange County to SweetBay in Panama City, Florida. Greenhaus’ resume includes such signature brands as Grand Del Mar, W Hollywood Residences, The City of Anaheim, Irvine Ranch, Hard Rock San Diego, San Diego State University, Mammoth Mountain and Puerto Cancun. The firm has also branded museums, performing arts venues, The San Diego Convention Center and The IDEA District, in San Diego’s East Village.
Today, with 35 staff members, a new management team in place, an impressive roster of clients and a keen sense of branding places for the 21st century, Greenhaus is ready for the next 20 years.
Aimee Cebulski, for Greenhaus
(619) 549-4810 or firstname.lastname@example.org