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catalina island company

Dear Mainland

A Case Study.

challenge

So Close, But Still So Far Away

The Problem

 

Located only 22 miles from Los Angeles, Catalina Island has long been regarded as a vacation getaway for Angelenos seeking a respite from the grind of everyday life. It’s not only been a getaway for the common man and woman, but also a destination for Hollywood celebrities to enjoy a variety of outdoor activities, stunning views, and experience iconic points of interest like the Catalina Casino.

The Approach

 

As a nearby destination with established familiarity, awareness was not the problem to solve. Rather, it was creating an emotional hook to remind a local population that a spectacular destination was waiting to be re-discovered. Or for some, waiting to be discovered for the first time. 

project detail

Tyler Kracht, Art Director / Struck

 

Islands are special places—and the atmosphere at Catalina Island is incredibly inspiring. It's like taking a ferry from Long Beach to the Mediterranean.

What We Do

 

Strategy

Branding

User Experience

Advertising

Content Development

Digital Engagement

Catalina Highlights

 

Sunshine

Sand

Water

More Sunshine

Wine

Golf Carts

 Close up of a woman in a polka-dot bikini relaxing in a pool.

solution

Breaking Up With The Ordinary


Let's Get Away Right Away

 

The answer came in the form of a love letter concept called “Dear Mainland.” Supported with a campaign featuring a blend of awareness-building tactics (OOH, Digital Audio) along with a series of digital and social media placements and a custom landing page to drive traffic.

 Catalina logo consisting of a C in the shape of a wave with three different shades of blue.
01
Brand Promise
 Advertisement for Catalina with a woman walking on a brick ledge and a man with a glass of wine holding her hand. The ocean is in the background and the Catalina Island Company logo is placed over it.
Paige Hudson, Creative Director / Struck
Understanding the traveler and what she values is the most important part of any tourism campaign. We love talking with people, asking questions and then listening deeply.
02
Real Testimonial
 A variety of brochures and an example of what the Catalina Island website looks like.
 A photo of a person on vacation relaxing on a lounge chair while reading a book. The ocean is in the background.

Results

And We're Still Going


Early Results And More To Come

 

With a custom dashboard tied into Catalina’s revenue management and ticket systems, all ad activity is tracked and revenue attributed by channel. And the best news is that “Dear Mainland” has made an impact to the market since its Spring 2017 rollout.

 

Beyond the campaign work, we’ve also extended our role into Catalina Island Company’s effort, including re-developing new co-op marketing efforts with industry partners, refreshing their photo library, a new video edit for their Long Beach ticketing office, and website development.

03
Results
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