California Dreamin': Cutwater Lands Santa Barbara Tourism Account

Following a formal review, San Francisco-based ad agency Cutwater has been named agency of record for Visit Santa Barbara, the travel group for the city of Santa Barbara, South Coast and surrounding communities. 

Cutwater will handle both creative and media duties for Visit Santa Barbara. The agency will "refresh" the brand's positioning and creative platform, which will run across print, digital and marketing communications channels.

The agency said it's too early to discuss specific strategy and agency executives decline to discuss whether the client will continue to use the "American Riviera" as its general tagline. Cutwater’s initial campaign will debut in fall 2016.

Visit Santa Barbara is already undergoing its makeover. In March the organization worked with marketing agency Substance to introduce a newly designed website that features enhanced search tools and interactive maps. The site also features a cluster of four coastal cities - Goleta, Santa Barbara, Montecito and Summerland - for easier tourist vacation planning. 

“Santa Barbara is an incredibly unique place in California and for the world,” stated Chuck McBride, founder and chief creative officer of Cutwater. “We look forward to helping drive visitation to this world-class destination.” 

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