ABOUT

Laguna Beach has a unique and storied heritage that spans nearly 100 years of creativity,
imagination and originality all thriving in an environment like no other. While tourism is a massive contributor to the cities economy, Laguna residents felt tourists did not respect or appreciate the authentic nature of the city. Visit Laguna wanted a new take on a tourism campaign.

Our goal became to turn tourists into “Experience Collectors.” The ones that want want the insights and experience that others don’t get… a story of ownership to bring back home like a mental slide show. We created a story telling platform called "From Radical Origins." The primary radical origins experience was released over 7 weeks on social channels and a story landing page. Each story was released and promoted via social content including a :90 second campaign trailer, :30 second previews, animated gifs and static content on Meta and LinkedIn, all directing users to the campaign landing page and to the Visit Laguna Beach YouTube channel. With the release of the final episode, Long Live the Rejects, Visit Laguna Beach held a special screening for residents and participants that had fans of the project lined up around the block.

One of the key goals of the Radical Origins campaign was to galvanize the residents and increase positive sentiment within the community about the work Visit Laguna Beach is doing to ensure we are attracting a new level of visitor that matches the city’s unique culture. But in addition to an insane boost in sentiment - additional early metrics include:
SEM Leisure Primary KPI:
Clicks Goal 150,000
Pacing: 115% to goal
CTR: 11.20%
Impressions: 497,835

Meta Prospecting Primary KPI:
Clicks goal 42,857
Pacing: 403% to goal
CTR: 1.6%
Impressions: 3,051,474

Meta Remarketing Primary KPI:
Pacing 511% to goal
CTR: 2%
Impressions 2,458,243