The Monterey County Convention and Visitors Bureau unveiled a new brand campaign for the destination during their annual membership meeting.
The "Grab Life by the Moments" campaign is designed to showcase the county in an emotionally compelling way and will unify the destination under one brand umbrella.
A moment is the most granular measure of human experience, said MCCVB's Chief Marketing Officer and Vice President Rob O'Keefe.
“Monterey has a vast array of extraordinary experiences and our campaign is a promise to travelers that each moment here is a chance to create memories that will last a lifetime,” he says.
The campaign will promote personal moments to be had in Monterey. In addition to the region's charms, facilitating the brand promise will include living the brand in terms of how the MCCVB team and everyone in the community who interacts with visitors and clients deliver the brand promise.
The campaign is the result of a brand development project that included consumer research, discussions with destination stakeholders and the testing of creative concepts.
The county is located 120 miles south of San Francisco and 345 miles north of Los Angeles along the classic California corridor. The region boasts 99 miles of prime Pacific Coastline, the Monterey Bay National Marine Sanctuary, three historic missions, 40,000 acres of premium vineyards, 24 golf courses and over 250 lodging properties. Monterey County includes the Monterey Peninsula, Big Sur, North County and the Salinas Valley.
"Our board of directors has had great vision in their support in the process of research, creative development and ultimately a major brand campaign launch,” said MCCVB Chief Executive Officer and President Tammy Blount. Staff and our agency partners have been entrusted with a critical responsibility that we expect to economically benefit CVB member businesses thereby 'raising all boats' in the cities and towns that make up our beautiful Monterey region.”