Visit San Luis Obispo - SLO Life Coach Campaign

My Role: Creative Director, Noble Studios​

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Problem: In order to help people "Live the SLO Life" (the destination's tagline), you need to teach people how to do it and why it's a better kind of California vacation. We also needed a campaign that could cut through standard tourism marketing to stop the scroll and differentiate from other Central Coast destinations.
 

Solution: An always-on integrated creative performance campaign to promote tourism to the city of San Luis Obispo, California, with a "SLO Life Coach" character to personify the brand and share advice for living the SLO Life, with specific content for our target audiences across culinary, outdoor activity and sustainability.