Challenge: Oxnard, California, a coastal town packed with maritime experiences, serves as the gateway to the Channel Islands and boasts highly ranked beaches recognized by Condé Nast and Travel & Leisure. However, despite these attributes, Oxnard struggles with low brand awareness as a vibrant tourism destination. Neighboring coastal cities such as Ventura and Santa Barbara overshadow Oxnard due to their higher brand recognition and stronger marketing reach. As a result, Oxnard is often overlooked as a place to stay overnight, limiting its full tourism potential.
Objective: To position and drive awareness of Oxnard as a vibrant, eclectic destination while enticing visitors to experience the city’s authentic blend of Mexican culture, musical heritage, and funky experiences. The goal was to drive tourism and increase visitor engagement.
Solution: JNS Next was given the opportunity to develop a refreshed brand position to be used across all media platforms. This included an overarching brand tagline, a visual identity that encapsulates Oxnard’s offerings, and a compelling narrative that highlights its beach experiences, rich Hispanic culture, dynamic food scene, and deep-rooted community pride.
Visit Oxnard: A Beat Apart
Concept Statement:
Visit Oxnard’s “A Beat Apart” encapsulates the city’s vibrant, diverse cultural rhythms and unique lifestyle, showcasing it as Southern California’s best-kept secret. Aimed at reintroducing travelers to an authentic, pristine, and uncharted destination, this concept leverages emotional appeal to highlight Oxnard’s distinct story and local pride. Offering great value, it positions Oxnard not just as a place to visit but as a personal and vividly engaging experience that resonates long after the journey ends. “A Beat Apart” serves as an emotional anthem, using video and storytelling to deliver a “different beat” compared to its neighboring coastal cities, inviting visitors to experience Oxnard as a place to call their own.
Creative Approach:
Authentic Storytelling:
Utilizing compelling storytelling techniques to showcase Oxnard’s unique essence, highlighting its cultural heritage, music scene, and culinary delights.
Engaging Content:
Showcasing Oxnard’s vibrant experiences while encouraging visitor interaction across various platforms, including social media, blogs, and video content.
Immersive Experiences:
Allowing visitors to fully immerse themselves in Oxnard’s rhythm through interactive music events, cultural festivals, and culinary tours.
Collaborations and Partnerships:
Creating authentic experiences highlighting Oxnard’s local talent through collaborations with artists, musicians, chefs, and cultural organizations.
Vibrant Visuals:
Capturing the energy and spirit of Oxnard’s unique vibe through dramatic visual storytelling, including high-quality photography and video.
Integrated Campaigns:
Reaching target audiences efficiently while driving engagement through integrated marketing campaigns across digital, print, and experiential channels.
Execution:
- The campaign was featured in a long-form destination video along with: :30 and :15-second videos for television, digital platforms, and social media.
- To further boost community engagement and support local businesses, an additional campaign, “Ox Marks the Spot,” was launched to target visitors within a 50-mile radius. This campaign showcased key locations, experiences, attractions, and dining opportunities, rallying local stakeholders in a fun, edgy, and authentic way to promote Oxnard.
Target Audiences:
- Adventure seekers
- Music enthusiasts
- Foodies
- Cultural explorers
- Families looking for uniquely fulfilling vacation experiences
Key Messages:
- Oxnard is not your average city—it’s a coastal destination offering a compelling blend of cultural vibrancy and gritty authenticity.
- Oxnard’s unique vibe is rooted in its Mexican culture and musical history, from “Nardcore” punk to the beats of the Drum Workshop.
- Oxnard’s culinary scene is delectably diverse, including the famous Taco Trail, local breweries, coastal taverns, artisan bakeries, and select high-end dining options.
- Oxnard is “fans-tastic!” It serves as the host city for the Dallas Cowboys Training Camp.
- Oxnard is for the active and adventurous, offering golf courses, beach activities, and excursions to the famed Channel Islands.
- Oxnard is accommodating, with a variety of lodging options ranging from budget-friendly hotels and vacation rentals to award-winning luxury beachfront resorts.
Results:
- Increased brand awareness and visibility for Oxnard as a distinct coastal destination.
- Elevated community engagement and support for local businesses.
- Higher visitor engagement, particularly from target demographics seeking authentic and immersive experiences.
- Strengthened stakeholder collaboration in Oxnard’s tourism ecosystem.
Conclusion:
The “A Beat Apart” campaign successfully repositions the City of Oxnard as a vibrant, must-visit coastal destination. Through a combination of immersive storytelling, striking visuals, and strategic partnerships, JNS Next helped Visit Oxnard carve out a unique and compelling identity, ensuring it stands apart from neighboring competitors. By leveraging its cultural depth, music heritage, and culinary scene, Oxnard now thrives as a destination that is not just visited but truly experienced.
