Talk about a good trip.
The brief
Costa Mesa wanted to build on its reputation as a foodie destination and expand it into a broader campaign that could attract both local visitors and fly-in travelers.
The idea
People don’t fall in love with cities because they’re marketed well. They fall in love with character.
Costa Mesa didn’t need to shout or try to sound like every other destination campaign. It just needed to sound like itself.
By leaning into the city’s personality — creative, quirky, and a little irreverent — the campaign positioned Costa Mesa as a place where culture, food, and unexpected moments come together.
My role
I developed a voice that felt local, self-aware, and really dang fun — because that’s who Costa Mesa is.
What began as a campaign quickly grew into something bigger. After seeing how clearly the voice captured the spirit of Costa Mesa — and how effectively it differentiated the destination — the work expanded into a broader rebrand.
The strategy worked well. Really well. A 300% lift in engagement led to an ongoing partnership and additional seasonal campaigns.