Opposite of Ordinary Tourism Campaign
The Mission…
Downtown Long Beach is the centerpiece of California’s seventh largest city, but its unique personality has always been a struggle to nail down. Challenge accepted…
We wanted it to be immediately clear to our audience—tourists, residents, and business-owners—that it’s Long Beach’s unique dichotomy of elements that makes it stand out from other downtowns in LA and the OC.
Campaign Manifesto:
Like Bacon & Eggs. Like Lois & Clark. Like Swan Boats & Indy Cars? Yep, around here, they’re a perfect match. Because visitors and locals alike can always expect the unexpected in Downtown, where the mishmash just makes sense. It’s a wholesome family moment on Shoreline and a poppin’ party on Pine. It’s short drives by the beach and long walks through the streets. It honors its history while racing toward the future. It’s a well-kept secret that grows to the sky for all to see. It’s uniquely, unapologetically Downtown Long Beach—the Opposite of Ordinary.
