About the Project

Visit San Luis Obispo County is the destination marketing organization serving this vast, diverse countywide tourism market. Challenged by the emergence of several city tourism boards asserting their independence, the client engaged Mental to create and execute their first multi-destination cooperative content marketing campaign.

This ground-breaking campaign required collaboration with other marketing partners and soliciting local tourism boards to participate, setting common goals, a targeting and measurement strategy, and approved creative process. With substantial cat-herding complete, Mental created and managed a multi-destination print and online campaign, with compelling calls to action for leisure and business travel segments.  The integrated program was successful for all participating destinations and earned top honors in the Visit California Poppy Awards.

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