Anticipating the urgent and pent up need to get out and travel again, new work will begin airing nationally this month for 62ABOVE’s new client the Monterey County Convention and Visitors Bureau (MCCVB).
The agency won the creative assignment in February of this year, was tasked with creating and producing a campaign designed to encourage post-pandemic travel to Monterey County, according to Founder and Chief Relationships Officer, Jon Bailey. “The client’s current tagline is ‘Grab Life by the Moments’, and we came up with the campaign working title of ‘Now is the Moment’. The client loved it so that became the official language of the comeback campaign.”
Working with MCCVB’s President & CEO Rob O’Keefe and Director of Marketing Communications Lindsey Guinn, the agency created both :30 national television spots and :15 teasers that will begin airing in April.
The spots feature people bored at home and dreaming of traveling to beautiful destinations in Monterey County like Big Sur, Pebble Beach, Carmel-by-the-Sea and more. For example, scenes include a woman who opens her refrigerator doors and is transported into Monterey’s Cannery Row, a bed-bouncing boy who goes from home to arriving on Carmel beach, a woman working from home who is handed a glass of wine through her computer screen by her husband at the 18th hole of the Pebble Beach Golf Links, and a group of home bound friends who are transported to a spectacular glamping site at Ventana Big Sur.
The campaign is focused on the cities directly accessible via the Monterey Regional Airport including Dallas, Denver, Las Vegas, Los Angeles, Phoenix, and Portland. In late May, the campaign will expand to San Diego, San Francisco, and Seattle.
Other campaign materials include digital banners and print ads, including a full-page ad in the San Francisco Chronicle. All assets are tagged with ‘Now is the Moment to plan your trip to Monterey County“ and a campaign-specific logo also designed by 62ABOVE.
President/Executive Creative Director: Greg Carson
Art Director: Christian Capuchino
Executive Producer: Pierce Cooley
Editor: Chris Murray
Post Production: Trapeze Sacramento