Talk about a good trip.

The brief
Costa Mesa’s wanted to leverage their existing equity as an Eatcation destination into a broader campaign to entice both local and fly-in markets to visit the city.

The insight

Most travel brands sound the same. But 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 — it just needed to sound like itself.

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 evolved into a broader rebrand after the client saw how clearly the voice captured the spirit of Costa Mesa, and how effectively it differentiated the destination.

The strategy worked well. Really well. A 300% lift in engagement led to an ongoing partnership and additional seasonal campaigns.

A destination that speaks like someone who actually lives here:

a little cheeky, a little chill, and just the right amount of quirky.

What started as a campaign became a new way forward.