Visit Anaheim is leveraging one of its most notable tourism draws — theme parks — to introduce eight new "characters" as part of the travel group's ongoing Uncommon Characters campaign. Visit Anaheim has introduced a total of 15 characters since the campaign’s introduction in 2018.
Each character, developed with San Diego-based advertising agency, Greenhaus, showcases a person one might encounter in Anaheim under titles such as Titan of Trails to illustrate biking opportunities and La Seniorita de Center City to represent Anaheim's Hispanic heritage.
The media strategy is similarly based on intended audience. While most are addressed via digital media channels, the meetings and conventions audience segment will be utilizing print as well.