San Luis Obispo County, halfway between San Francisco and Los Angeles on California’s Central Coast, is not only relatively difficult to get to, but it is sandwiched between noteworthy destinations like Monterey and Santa Barbara. SLO County needed a brand that not only unified the county as a whole, but also disrupted their current competitive set, attracting potential visitors to travel past their competition and visit San Luis Obispo County.
The one thing that SLO County had over its competition was its culture and lifestyle. Life was way more laid-back and approachable in San Luis Obispo County. As fate would have it, their name, SLO County, reflected that lifestyle as well. And not only does slow fit their culture, but their main markets of Los Angeles and San Francisco are looking for a respite from the fast lifestyle of big city living. Our strategy was to leverage SLO County’s way of life versus its specific product offerings to differentiate the county in the competitive marketplace.
First, we renamed the county to SLO CAL to not only allude to the county’s laid-back lifestyle, but also establish it as the premiere destination on California’s Central Coast, elevating the county to the level of NorCal and SoCal. The Life’s Too Beautiful to Rush campaign positioned the destination as a way of living, with it’s amazing product offerings as the stage for its story to come to life. The campaign launch consisted of a brand anthem, web films, digital banner ads, a dynamic slocal.com landing page, and a brand style guide.