FOR IMMEDIATE RELEASE
Kylee Jepsen, Sr. Communications Coordinator
Visit San Luis Obispo County
Visit San Luis Obispo County Announces Marketing Agency Partnership to Accelerate Year-Two Priorities under Tourism Marketing District
Marketing Agency BCF Collaborates with Tourism Bureau
SAN LUIS OBISPO COUNTY, Calif. (April 27, 2016) â€“ Visit San Luis Obispo County, the countywide tourism marketing organization, has announced their new marketing agency partnership with BCF Agency. The Countywide Tourism Marketing District (TMD), which was put into place in July 2015, expanded the marketing budget of Visit San Luis Obispo County, allocating an estimated $3.4M in year-one to be used towards promoting and marketing the region. BCF will be working with Visit San Luis Obispo County during year-two of the Tourism Marketing District to create an impactful marketing campaign geared to promote the region in the shoulder season, during off-peak months.
â€œDuring the first 10 months of the district, we created a impactful regional market campaign and a lot of buzz about our destination,â€ said Chuck Davison, President and CEO of Visit San Luis Obispo County. â€œWe have big goals to increase awareness, demand and market share in the coming years, especially during the slower travel season. Itâ€™s important that we align our programs with the needs of our constituents, giving them necessary support focusing on the off-peak season. I am pleased to announce the Board of Directorsâ€™ unanimous decision to work with BCF Agency in the coming year.â€
BCF Agency is a tourism destination marketing firm, based out of Virginia. They were chosen from 14 national agencies that submitted and pitched for the business. For the first few months of their contract with Visit San Luis Obispo County, BCF will have professionals in market, working hand-in-hand with the organization to craft a marketing strategy that will convey SLO Countyâ€™s unique positioning to attract new visitors from across the country. BCF specializes in working with destinations, hotels, resorts and travel-related experiences throughout the United States.
â€œSan Luis Obispo County holds the very best of what the authentic California travel experience has to offer,â€ said Keith Ireland, Agency Partner and Creative Director. â€œLeveraging that truth to drive overnight visitation and increase the economic impact created by tourism to the County is an exciting opportunity for the agency, and I personally couldnâ€™t be more eager to begin the process of conceptualizing remarkable marketing for such an extraordinary destination.â€
Targeting the off-peak, slower months for visiting travelers and tourist spending, Visit San Luis Obispo County and BCF will plan an integrated marketing campaign to reach new customers and encourage visitors to choose San Luis Obispo County as a preferred destination. The campaign will be the most extensive outreach effort by the countywide marketing agency, and includes advertising in key feeder markets: the Bay Area, Southern California, the Central Valley, Phoenix and Las Vegas. The campaign will continue to reach key regional markets and extend to international markets, through partnerships with Visit California and Brand USA.
In addition, the campaign will be crafted around data garnered from the Visit San Luis Obispo County consumer awareness research study, the results of which will be unveiled at the San Luis Obispo County Tourism Exchange 2016, being held on May 6 at the Fremont Theatre in San Luis Obispo. The awareness study will present an understanding of why those in key feeder markets do or do not choose San Luis Obispo County as a travel destination, which will provide vital, targeted industry research never before conducted for the region. The data will help the tourism industry better align its marketing efforts and measure the overall success of the district and programs moving forward.
â€œWe are very excited to work with BCF,â€ said Davison. â€œYear-Two will garner higher results and increased visitation for our County with a strategy and campaign built on in-depth research and focused strategic planning.â€
For more information on the upcoming research study results and the Tourism Exchange, please contact us at (805) 541-8000 or email firstname.lastname@example.org.
About Visit San Luis Obispo County
Visit San Luis Obispo County is the non-profit countywide destination marketing organization. Its goal is to promote San Luis Obispo County through marketing, advertising, public relations, group sales, promotions, events and sponsorship branding the region as a choice destination for regional, national and international travelers alike. Visit San Luis Obispo County works in partnership with tourism industry-related businesses including lodging properties, restaurants, wineries, activities, golf courses and retail stores to create a unified marketing approach that promotes the Culinary, Coastal and Cultural assets of the County. For more information, visit www.VisitSanLuisObispoCounty.com or call (805) 541-8000.
About BCF Agency
BCF is a travel-focused marketing and communications firm committed to creating emotionally connective, highly productive brands for destinations, hotels, resorts and travel-related experiences throughout the United States. Creating remarkable strategic ideas across advertising, research, analytics, digital marketing, public relations and social media disciplines, BCFâ€™s approach speaks to consumersâ€™ emotional needs and interests to inspire travel. For more information, visit www.BCFagency.com or call (757) 497-4811.
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