Santa Clarita is enjoying increased notoriety and exposure in Phoenix and San Diego – two of the hottest destinations on the West Coast – thanks to a new multi-media marketing campaign funded by the Santa Clarita Tourism Marketing District.
The campaign, which began in February and continues through April, puts Santa Clarita on prime-time television, on the radio, and on billboards in Phoenix and San Diego, in addition to highlighting the destination in AAA’s Westways and VIA magazines throughout 2012. Phoenix and San Diego were identified as target markets for the campaign because of their growth potential, as residents in both areas are already traveling to Santa Clarita.
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“The new tourism campaign is exciting and fun and puts Santa Clarita front and center in two respected destinations,” said Mayor Laurie Ender. “We know residents in the Phoenix and San Diego area are already visiting and we hope the new campaign reinforces our position as a fun, convenient and affordable Southern California getaway.”
The campaign is a collaborative between the City of Santa Clarita and the Santa Clarita Tourism Marketing District and showcases the area’s appeal as an affordable and memorable family destination through promotion of the area’s theme parks, abundant shopping, spa and dining, world-class golf, and close proximity to other Southern California points of interest. The campaign includes bright imagery and engaging descriptions complemented by memorable billboard taglines tailored to each market, including: “you don’t need a whale to have a killer time” and “even paradise needs an escape” in San Diego and “get out of the heat, come to where it’s hot” and “you are just hours away from the thrills of your life” in Phoenix.
Media buys in the Phoenix market include: 30 second commercials on Cox and Direct TV, 30 second commercials and an online sweepstakes to win a getaway to Santa Clarita on 94.5 KOOL FM, and four billboards in high traffic areas. Media buys in the San Diego market include: 30 second commercials on Cox, AT&T Uverse and Direct TV, 30 second commercials and an online sweepstakes to win a getaway to Santa Clarita on 100.7 JACK FM, and three billboards in prominent areas. The City and Santa Clarita Tourism Marketing District worked with tourism partners Six Flags Magic Mountain and Mountasia Family Fun Center, as well as day spas, restaurants and golf courses to create appealing sweepstakes packages for both markets.
The new tourism marketing campaign is being tracked and evaluated by partners to determine its effectiveness and whether a similar campaign in these markets or other target markets will be developed in the future.
The Santa Clarita Tourism Marketing District was formed in 2010 as a result of the City of Santa Clarita’s 21-Point Business Plan for Progress. Five area hotels, including Best Western, Courtyard by Marriott, Embassy Suites, Holiday Inn Express and Hyatt Regency & Conference Center, came together with the City to form the first marketing group of its kind dedicated to growing Santa Clarita’s tourism industry through increased marketing. Tourism Marketing District funds are the result of a two percent assessment collected for each room night sold at participating Santa Clarita Tourism Marketing District hotels and funds may only be used to market the area as a visitor destination. For more information about Santa Clarita’s tourism offerings check out VisitSantaClarita.com.