The San Luis Obispo County tourism BID board contracted Mental Marketing to work with other agencies and seven local tourism boards to evolve a 10 destination travel brand to increase awareness and occupancy of 800 lodging members during shoulder season.
The brand work plan included research and development of a new destination identity, key messaging, logo, website and social media design, mapping, ads and public relations strategy. This effort launched a new and highly successful 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 launched the first multi-destination Stewardship Travel program including an annual Coastal Discovery & Stewardship Month campaign every January and February, a traditionally slow travel month. This Stewardship Travel program received a Poppy Award from Visit California and continues to stimulates participation in historical, cultural and environmental experiences.