Media Alert

Visit San Luis Obispo County to Launch New SLO CAL Brand

SLO CAL promotes the San Luis Obispo County way of life

January 20, 2017

Media Contact:

Kylee Corliss, Visit SLO CAL



Visit San Luis Obispo County, the county-wide destination marketing organization, is excited to announce the new consumer brand SLO CAL. SLO CAL will represent the county's broad variety of tourism experiences utilizing a new logo, brand promise, photos and videos which will be incorporated into advertising, public relations, social media, the website, email marketing and SLO CAL blog. The consumer-facing brand will be mirrored by an organizational transition from Visit San Luis Obispo County to Visit SLO CAL.


A new brand means a new look! Here's a list of the changes you will see over the coming week as we roll out both the SLO CAL destination brand and the

Visit SLO CAL organization brand.

  • New name: Visit SLO CAL
  • New email addresses:
  • New logo everywhere - online, in advertising, in emails, etc.
  • New social media look and handles
  • New landing page at


On Monday, January 23rd, the new SLO CAL brand and corresponding "Life's Too Beautiful to Rush" campaign will launch with web banner, social media,

native content and video ads in our key target markets of L.A., Seattle, San Francisco, Phoenix, Las Vegas and San Diego. The new advertising will be highly

targeted and continuously optimized to reach consumers most likely to travel to SLO CAL, to stay longer and to spend more  increasing the impact of tourism on our county's economy.

"After a lot of research and collaboration we are excited to unveil our new look," said Chuck Davison, President & CEO of SLO CAL. “A strategic process guided our brand direction and we are confident that SLO CAL will resonate with consumers, resulting in expanded awareness, new guests and longer lengths of stay. It is an exciting time for our organization; this is a very big step."

In order to create a seamless experience for those engaging with the targeted advertising, SLO CAL has also launched a new landing page at The interactive, responsive webpage takes users on a virtual road trip through the county, showcasing the many destinations, iconic features and unique travel experiences.


In 2016, Visit SLO CAL conducted two consumer research studies, a Share of Wallet and Demographic Study and a Feeder Market Awareness Study. In total, over 2,200 consumers were surveyed to gauge the awareness and perception of San Luis Obispo County as a tourism destination. The research was presented to locals and our agency of record to craft a brand that would resonate with consumers. Visit SLO CAL invited over 900 county stakeholders to be involved in interviews and meetings, the feedback from which was combined with that of the Marketing Committee, Board of Directors, staff and agency to develop brand concepts.

The brand concepts were then shared and tested "both locally and in our key target markets" to ensure the final brand and logo accurately represented our destination and effectively engaged potential travelers. The resulting SLO CAL brand establishes a geographical location for the county, while at the same time representing the pace of life and personality of the location. The new brand evokes a feeling of relaxation and freedom to take life at your own pace.

The Visit SLO CAL marketing strategy continues to focus on building a brand platform for SLO CAL; growing awareness of the SLO CAL brand and destination; developing a stronger and deeper engagement with visitors and driving demand for visitation to the county.


We invite you to view the new brand videos linked here. We also encourage you to visit the new SLO CAL landing page: For more information on the new SLO CAL brand, please contact us, and to schedule an interview with the SLO CAL President & CEO, Chuck Davison, please call 805.541.8000 or email:


Visit SLO CAL 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 SLO CAL 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 for the county. For more information, visit