Campaign Services

Brand and Marketing Strategy, Media Relations, Influencer Relations, Social Media

Client Since

2023

Industry

Travel and Hospitality

Website

Visit link

How we did it

Capitola Village is a historic beachside shopping and dining district on the California coast, attracting tourists and locals year-round.

The Challenge

The Village needed cohesive branding and event marketing that reflected its charm while driving foot traffic and supporting small businesses, especially post-pandemic, storms, and recession.

The Approach

We developed a unified visual identity across digital and print, refreshed their brand voice, and created campaigns for key events like Sip & Stroll, Wharf Reopening, and Business Highlights. We managed social strategy, influencer partnerships, and community engagement.

The Results

  • Record attendance at seasonal events

  • Stronger brand recognition across regional press

  • Increased collaboration among local businesses

The Takeaway

Thoughtful storytelling and consistent branding helped transform Capitola Village from a collection of shops to a true destination brand.

“It finally feels like Capitola has a voice and story we’re proud to share.” – Capitola Business Association

Strategy & Execution

  • We developed a holistic marketing strategy that encompassed both digital and traditional media, aimed at repositioning Capitola Village as a must-visit destination. Our approach included targeting specific demographics likely to be attracted to the unique offerings of the village.

  • Recognizing the need for a fresh visual representation, we revamped the existing brand identity and logo, infusing it with vibrant colors that mirrored the lively spirit of the town. This update was reflected across all branding materials

  • Leveraging relationships with key influencers in the travel and lifestyle sectors, we orchestrated a series of visits and promotional content that highlighted the best of Capitola, from its scenic views to its bustling local commerce.

  • Our team conducted extensive press outreach to generate buzz around Capitola Village’s revival. This involved pitching stories to major publications and securing features that showcased the village’s recovery and attractions.

  • We updated the visual content library with fresh photography and videography, including dynamic drone footage that captured the renewed energy and beauty of Capitola Village.

  • Event Planning:
    We coordinated several signature events designed to draw visitors and provide them with memorable experiences that would encourage repeat visits and word-of-mouth advertising.

    Event Design and Collateral:
    Our creative team designed eye-catching posters and promotional materials for various events, enhancing the visual appeal and information dissemination.

  • A pivotal component of our strategy involved comprehensive content marketing, which served to engage potential visitors through multiple touchpoints.

    • Email

    • Blog

    • Facebook

    • X - Twitter

    • Instagram

    • TikTok

Leveraging Quality Content Marketing

A pivotal component of our strategy involved comprehensive content marketing, which served to engage potential visitors through multiple touchpoints. We executed a diverse range of content-driven tactics to enhance interaction and deepen consumer interest in Capitola Village:

  • Content Marketing: We crafted a series of engaging blog posts that highlighted key attractions, upcoming events, and local stories of Capitola Village. These posts not only enriched the website's content but also improved SEO, drawing more organic traffic.

  • Vacation Itineraries: To simplify the travel planning process and highlight the Village’s diverse offerings, we designed detailed vacation itineraries. These guides provided potential visitors with ready-to-use travel plans, emphasizing the ease and appeal of visiting Capitola.

  • Social Media Marketing: Our team developed and executed a dynamic social media marketing strategy across various platforms. Regular posts, engaging stories, and interactive content kept the audience engaged and informed, driving both awareness and visitation.

  • Email Marketing: We utilized email marketing to keep past visitors and interested tourists updated about new happenings and offers in the village. This regular communication kept the audience engaged and encouraged repeat visits.