Located in north Los Angeles County, just a 20-minute drive from Burbank Bob Hope Airport, Santa Clarita is the second largest city in LA County. Home to Six Flags Magic Mountain & Hurricane Harbor, Santa Clarita offers a unique blend of upscale sophistication and small town charm, historic elements, destination dining, signature shopping, golf, outdoor adventure, and a variety of world-class events, scenic drives, attractions & accommodations. While these characteristics make Santa Clarita an attractive destination when visiting Southern California, the City is challenged by low brand awareness of its location and shoulder season assets. The City engaged Mental Marketing to address this challenge and stimulate shoulder season visitation for lodging operators of their tourism marketing district – Visit Santa Clarita.
The Infinite Marketing Solution clarified the City location and established brand differentiation through a multi-layered broadcast and digital campaign, So Cal, So Right. To deliver high return on investment, the campaign targeted drive-market leisure travelers interested in Santa Clarita shoulder season activities and those searching for competing lodging and fly/drive/stay bookings.