DOWNTOWN LONG BEACH
OPPOSITE
OF
ORDINARY
Inspiring visits to a reemerging destination
MISSION
Downtown Long Beach is the centerpiece of Californiaβs seventh largest city and yet its personality has always been hard to define. When Commune was hired to develop a new tourism campaign, we knew we had to start by identifying what made the region unique so we avoided the Shop, Dine, Play tropes at all costs.
METHOD
Commune got right in the mix, holding group and individual sessions with business owners, residents, and visitors who frequent the region. The insights were many, but all over the map. Instead of fighting the variances, we leaned into them, creating a campaign that reflected the diversity of cultures, experiences, and takes that make DTLB unique.
MAGIC
The city has embraced the βOpposite of Ordinaryβ brand and it has begun to resonate with visitors also because of the unabashed authenticity. The campaign doesnβt pretend to be anything it isnβt, especially as many consider Long Beach to be similar to LA or Orange County. βOpposite of Ordinaryβ proudly says no, finally reflecting DTLBβs unique personality so many locals already know so well.
Driving visits by highlighting the unusual in a category full of tropes.
A FRESH SYSTEM
We created a fresh and ownable campaign system that showcased the variety of Downtown Long Beach quirks.
WHERE OPPOSITES ATTRACT
How do you make a campaign uniquely Downtown Long Beach? Emphasize the range of culture with split imagery and supporting lines.
