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Develops a new brand identity for marketing tourism
The Laguna Beach Visitors & Conference Bureau has just unveiled its new name - Visit Laguna Beach - which communicates the organization's purpose to consumer and hospitality partners by developing a new brand identity for marketing tourism to and within Laguna Beach.
For the past year, the Laguna Beach Visitors Bureau underwent a comprehensive strategic planning process. Teaming with branding experts from And Company, a Los Angeles based marketing organization, a vision, new logo and theme ‘Let Yourself Go' was created for the destination.
"More than 70 visitors, conference and convention bureaus throughout the Country have changed to a "Visit Destination" name in an attempt to unify the industry and make it clear who we are and what we do," said Ashley Johnson, director of brand marketing of Visit Laguna Beach.
"The new name carries with it a call to action and will be extremely helpful in our marketing messages and provide industry consistency with other destinations such as Visit California," said Johnson.
"The new Visit Laguna Beach logo brings a vintage and accessible element, harkening back to Laguna Beach's heritage as a beach getaway, and providing a human and handmade touch that alludes to Laguna's long-standing artistic reputation," said Etienne Jardel, creative director of And Company.
Visit Laguna Beach will launch its new brand via advertising on the CBS television unit in Times Square mid-October. A 15-second spot hourly suggesting a Southern California sun and sand getaway to Laguna Beach during the harsh winter months will be seen by hundreds of thousands of passersby in Times Square including east coast residents, domestic and international visitors to New York over a three-month period. Hotel packages welcoming visitors to Laguna Beach during this time period will also be publicized.
About Visit Laguna Beach
Visit Laguna Beach is celebrating 27 years of commitment to Laguna Beach and the tourism industry, and is located at 361 Forest Avenue, Suite 200, with its Visitors Center at 381 Forest Avenue. The Visitors Center is open daily, Monday - Sunday from 10 am-5 pm.
Laguna Beach is Southern California's premier coastal destination located midway between Los Angeles and San Diego and along the southern coast of Orange County. Known as home to hundreds of local artists, and set amid 20,000 acres of wilderness, Laguna Beach is primarily served by John Wayne/Orange County Airport located just 20 minutes away.