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  • California Highway 1 Discovery Route
  • California Highway 1 Discovery Route
  • California Highway 1 Discovery Route
  • California Highway 1 Discovery Route
  • California Highway 1 Discovery Route
  • California Highway 1 Discovery Route
  • California Highway 1 Discovery Route
  • California Highway 1 Discovery Route
  • About the Project

    cbid The San Luis Obispo County tourism BID board contracted Mental Marketing to work with seven local tourism boards with the goal to evolve a 10 destination unincorporated travel brand to increase awareness and occupancy to 500 lodging members during shoulder season.

    The turnkey effort required an complete brand evolution, including developing a new destination brand identity, marketing plan, key messaging, event strategy, collateral and public relations plan for the new consumer brand — the 101 mile California Highway 1 Discovery route.

    To differentiate the pristine coastal route and attract outdoor enthusiasts who care about responsible travel, Mental also launched the first multi-destination Stewardship Travel program including an annual Coastal Discovery & Stewardship Month campaign every February, a traditionally slow travel month. Now a marketing mainstay, the program stimulates participation in historical, cultural and environmental adventures and bookings to thematic packages during this down time.

    Through fully integrated public relations, social media, content marketing, broadcast, print and mobile campaigns targeting drive market California travelers by their lifestyle and travel preferences, the turnkey program has been exceeding expectations.

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