San Luis Obispo-based marketing firm Verdin has begun a partnership with the Ventura County Lodging Association (VCLA) to provide marketing services promoting Ventura County Coast, the organization’s consumer-facing brand. VCLA is a benefit assessment district that promotes tourism and supports lodging businesses within the cities of Camarillo, Oxnard, Port Hueneme and Ventura. After a competitive bid process, VCLA selected Verdin as their marketing partner, further expanding Verdin’s growing portfolio of clients who reside outside of SLO County.
Officially formed in 2011, VCLA represents more than 60 members in the four neighboring cities and oversees an estimated annual budget of $2.1 million, the bulk of which is spent on marketing and advertising initiatives. With Verdin’s innovative rebranding techniques, the participating businesses and organizations envision a thriving local hospitality industry that will enjoy increased occupancy and sustained profitability.
Verdin is excited to partner with VCLA to elevate the visibility of this top destination and create fresh messaging to increase awareness of the natural beauty, vibrant cultures and fresh culinary spirit of the four coastal cities. The scope of work will include a variety of marketing activities, beginning with a total rebrand of the Ventura County Coast identity and a revamp of the organization’s website.
“This is exciting for us. Tourism is one of our four key industries and we’re building on our experience marketing for a range of tourism clients in SLO County,” said Verdin President Mary Verdin. “Our footprint is now also incorporating the counties north and south of us, from Santa Cruz to Port Hueneme.”
The contract between Verdin and VCLA has started with a new brand. “We took an in-depth look at the tourism landscape, in both general and specifics; we analyzed the competitive market; and we worked closely with the board of the Ventura County Lodging Association to determine exactly what should be their sense of place,” Megan Condict, art director at Verdin, said. “In every aspect, the logo that we dreamed up is a visual embodiment of what you’ll see around you when you visit Camarillo, Oxnard, Port Hueneme and Ventura.”
To learn more about Verdin and their work with tourism marketing, and other categories, visit verdinmarketing.com. To learn more about VCLA, visit their current site at venturacountywest.com.