Three years after a survey indicated that San Diego County residents living outside Chula Vista had misperceptions about the city, NV5 was selected to develop an advertising, branding, and awareness campaign to showcase the desirable quality of life in Chula Vista.
NV5’s 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 http://explorechulavista.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%.