Capitola Village
In the wake of several severe winter storms, Capitola Village faced significant challenges in attracting tourists and revitalizing local business traffic. Opposite of East was engaged by the Capitola Village Business Improvement Association (BIA) to spearhead a comprehensive marketing, public relations, and communications strategy aimed at rejuvenating the area and boosting tourism.
Objectives
Refresh and renew the brand identity of Capitola Village.
Increase foot traffic to local shops, events, and restaurants.
Enhance overall visibility and appeal of the village as a vibrant tourist destination.
Strategy & Execution
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We developed a holistic marketing strategy that encompassed both digital and traditional media, aimed at repositioning Capitola Village as a must-visit destination. Our approach included targeting specific demographics likely to be attracted to the unique offerings of the village.
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Recognizing the need for a fresh visual representation, we revamped the existing brand identity and logo, infusing it with vibrant colors that mirrored the lively spirit of the town. This update was reflected across all branding materials
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Leveraging relationships with key influencers in the travel and lifestyle sectors, we orchestrated a series of visits and promotional content that highlighted the best of Capitola, from its scenic views to its bustling local commerce.
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Our team conducted extensive press outreach to generate buzz around Capitola Village’s revival. This involved pitching stories to major publications and securing features that showcased the village’s recovery and attractions.
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We updated the visual content library with fresh photography and videography, including dynamic drone footage that captured the renewed energy and beauty of Capitola Village.
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Event Planning:
We coordinated several signature events designed to draw visitors and provide them with memorable experiences that would encourage repeat visits and word-of-mouth advertising.Event Design and Collateral:
Our creative team designed eye-catching posters and promotional materials for various events, enhancing the visual appeal and information dissemination. -
A pivotal component of our strategy involved comprehensive content marketing, which served to engage potential visitors through multiple touchpoints.
Email
Blog
Facebook
X - Twitter
Instagram
TikTok
Leveraging Quality Content Marketing
A pivotal component of our strategy involved comprehensive content marketing, which served to engage potential visitors through multiple touchpoints. We executed a diverse range of content-driven tactics to enhance interaction and deepen consumer interest in Capitola Village:
Blog Writing: We crafted a series of engaging blog posts that highlighted key attractions, upcoming events, and local stories of Capitola Village. These posts not only enriched the website's content but also improved SEO, drawing more organic traffic.
Creating Vacation Itineraries: To simplify the travel planning process and highlight the Village’s diverse offerings, we designed detailed vacation itineraries. These guides provided potential visitors with ready-to-use travel plans, emphasizing the ease and appeal of visiting Capitola.
Social Media Marketing: Our team developed and executed a dynamic social media marketing strategy across various platforms. Regular posts, engaging stories, and interactive content kept the audience engaged and informed, driving both awareness and visitation.
Email Marketing: We utilized email marketing to keep past visitors and interested tourists updated about new happenings and offers in the village. This regular communication kept the audience engaged and encouraged repeat visits.
Results
The revitalized branding and strategic marketing efforts led to a significant increase in tourism. Foot traffic to shops, events, and restaurants saw a notable rise, with businesses throughout the village benefiting from the enhanced exposure. The positive reception was also reflected in increased social media engagement and coverage in top travel publications, further cementing Capitola Village’s reputation as a charming coastal getaway.
Conclusion
Our work with the Capitola Village BIA underscores the power of strategic marketing to transform community fortunes. By aligning the brand’s identity with its vibrant and welcoming nature, Opposite of East - Creative Marketing Agency helped rekindle interest in this historic village, proving that even small towns can attract big attention with the right creative approach.