Goleta, California

Over the past two years, the previous Goleta Style campaign developed by The Abbi Agency propelled brand awareness in the Goleta, California drive market. It established the destination as a laid-back, family-friendly locale with a wealth of active and passive outdoor adventures and a rich offering of local food and activities. But it was time for a refresh and the Abbi Agency was tasked to renvision a campaign that captured down-to-earth vibes, inspiring, fun and decidedly “Goleta Style”.

Redefining Goleta Style

Research and analysis played a large part in determining a creative direction. Utilizing visitor data from the Tourism Economic Impact and Visitor Profile Study and historical digital media data to refine our audience, The Abbi Agency developed Go in Style. The campaign continued to build on the successes of the previous Goleta Style campaign and introduced new videos, imagery and a style guide that captured the beautiful and colorful hues of the region and continued to tell the story of Goleta.