Sometimes your strength is also your weakness. Everyone has warm-fuzzy feelings for San Diego – a strength. But with a kick-back reputation, it may not be the place to stage your convention on productivity. San Diego Travel Authority wanted to update the City’s reputation as strictly sun-minded, to one of open-mindedness and collaboration. A coastal hub where scientists surf and entrepreneurs thrive. San Diego – as a place where new ideas emerge as a matter of course.
Pack the flip-flops and get some serious work done.
Decisions on where conventions and business conferences are held, hold big economic impact for the chosen city. Getting the story right – having a story – was essential to separating San Diego from the field. And with dozens of marketing channels to now integrate, telling a clear and memorable story became fundamental to marketing the city where ideas emerge.