Client: Visit Del Mar
Goal: To differentiate the seaside village of Del Mar, CA from neighboring coastal towns and position it as a year-round travel destination known for pristine beaches, the world-famous Del Mar Racetrack, and ideal for exploring Greater San Diego.
Situation Analysis: The City of Del Mar had recently formed a Tourism Business Improvement District comprising six hotels, ranging from the iconic L’Auberge Del Mar to two bed-and-breakfast properties with less than six rooms each. The challenge was to develop a destination identity, brand platform and communications package that increased tourism to the city, ultimately increasing local sales tax and TBID funds. Challenges included identifying Del Mar geographically (there are many “Del Mars” in the world), differentiating Coastal Del Mar from Greater Del Mar (the inland, mostly residential areas), and minimal funding to develop and implement the branding campaign.
Actions: Leveraging the “California Dream” concept known around the world, McCue created and launched the “Del Mar – Your California Dream” brand platform. The logo and tagline identified Del Mar as a California destination, demonstrated with seashell iconography that it is a coastal destination, and created a platform that could be marketed to many different niche segments by showing different versions of a “dream” vacation in Del Mar… adventure dream, foodie dream, family dream, etc.
Results: Within six months, McCue had developed the following:
- Brand Identity package – logo, tagline, fonts, colors & brand guidelines
- DreamDelMar.com website, including hotel reservations tool, events calendar, blog and other features
- Video – 30-second video showing Del Mar, California’s diverse tourism product
- Social Media – Launched Facebook, Twitter & Pinterest brand pages; develop Facebook Ad campaign to drive Page growth