About the Project

Paso Robles, CA, located midway between San Francisco and Los Angeles, is a community of 30,000 residents  known for its warm hospitality and award wining wine region, where more than 250 wineries make their home. The heart of  downtown is City Park, a classic plaza featuring grand old shade trees, serves as the centerpiece for many events that is surrounded by award wining restaurants, art galleries, boutique shopping and wine tasting rooms.

Facing a down economy and additional hotels being built, the City and hospitality industry formed a tourism business improvement district and assigned Mental Marketing to create a comprehensive multi-layered destination marketing strategy and manage all programs including tour and travel outreach, integrated ad campaigns including video, print and online content, social media and public relations campaigns, a robust visiting journalist program and tourism partnership development program.

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