Chula Vista, California

Three years after a survey indicated that San Diego County residents living outside Chula Vista had misperceptions about the city, our team was selected to develop an advertising, branding and awareness campaign to showcase the desirable quality of life in the City of Chula Vista. Our campaign began with updated research through stakeholder interviews and focus groups and then created three different campaign options for consideration. 

The chosen campaign, “THIS is Chula,” featured photos of the city’s attractions displayed via cost-effective digital and outdoor platforms. We also created a fresh, engaging branded website at www.ThisIsChula.com  that integrated seamlessly with our parallel social media campaign. More than 100 photos were entered into a campaign-driven photo contest and the winning photo – taken by a Chula Vista resident – was incorporated into the digital and billboard campaigns. Throughout the campaign, geotargeting and age demographics were used for continuous optimization of the digital strategy, and geofencing was applied for optimal consumption of the mobile display ads.

A post-campaign survey, when compared to the survey three years earlier, showed that familiarity with Chula Vista jumped from 48% to 54%; perceptions that the city has great shopping and dining options increased from 56% to 61%; and perceptions that Chula Vista is safe rose from 28% to 37%. Additionally, survey respondents with positive and neutral perceptions of Chula Vista increased from 66% to 80%. 

The powerful video for “THIS is Chula.” can be seen at: https://www.youtube.com/watch?v=Liz8uRL2vv4

This campaign earned the honor of EPIC Award – Branding, Excellence in Public Information and Communication Awards from the California Association of Public Information Officials (CAPIO), a Bronze Bernays Award – Video/Video Program Merit from the Public Relations Society of America (PRSA) – San Diego/Imperial Counties Chapter and the Hermes Creative Award for video production. 
This project was done by the team that is now at Ardurra while they were with a previous company.