The Question

Could we change perceptions about this remote, relatively unknown area of California wine country to lure overnight visitors from elsewhere in California and neighboring Oregon? 

The Answer

Our goal was to develop a distinct, authentic brand for this place of ancient volcanoes and clear lakes. We spent a full week in Lake County, talking to dozens of leaders, entrepreneurs, and residents — both transplants and those whose families had lived there for generations — and touring the area by boat, car, and airplane. 

We found the residents to be warm self-starters with a distinctly quirky side. That led to a campaign — “clearly different” — and our clients had the courage to embrace it.

We also conducted an audience intelligence study to help refine media targeting and messaging and rebuilt the website from the ground up to receive online visitors with the same earthy, eccentric enthusiasm they experience in person.