A Meetings Destination Rebrand
On the heels of the brand development for Discover Coronado, the Explorer campaign was created to intrigue meeting planners and attract group business to Coronado Island.
KEY STRATEGIC CONCEPT
Our concept was to create a challenge with both our messaging and visual perspective. In an industry that has seen and heard most everything related to meetings, our mission was to capitalize on the uniqueness of Coronado being an island and played on the element of exploration – also taking the meeting scenario out of a conference room.
We shot all of the custom photography to put the reader in the viewpoint perspective. Readers are in a moment of discovery while looking out on the horizon as if they were themselves kayaking, boating, biking, etc. on Coronado. The campaign successfully goes beyond an imagine yourself here message and puts the reader in charge of navigating their experience.