Elevating Dana Point:

Overview

Tasked with differentiating Dana Point from its well-known neighbors Laguna Beach and San Clemente, Relic launched a new partnership by crafting an impactful brand campaign for Visit Dana Point. The campaign aimed to promote Dana Point not just as a beachside retreat, but as a luxury destination famed for its whale watching experiences.

Analysis

• Performance Metrics: Achieved a Facebook click-through rate (CTR) of 1.03% versus the industry average of 0.9%, and a cost-per-click (CPC) of $0.56, improving on the industry’s $0.63.
• Budget Efficiency: Despite a 17% reduction in budget, 2023 saw a 14% increase in impressions and a 16% increase in clicks, indicating higher efficiency and engagement.

Conclusion

The focused brand strategy not only strengthened Dana Point’s market position but also drove significant engagement, surpassing industry performance metrics. This campaign successfully established Dana Point as a distinct, must-visit destination, enhancing its visibility and appeal in the competitive travel market.