DOWNTOWN LONG BEACH ALLIANCE
OPPOSITE
OF ORDINARY
THE TRULY COASTAL SOCAL DOWNTOWN
Downtown Long Beach is the centerpiece of California’s seventh largest city, yet its personality has always been hard to define. When Commune was hired to develop a new tourism campaign specifically for Downtown, we knew we had to start by identifying what made the area unique to Southern California — while avoiding Shop, Dine, Play tropes at all costs.
388
Placements across Downtown Long Beach
3 YEARS
of tracked visitation data using LVR
20%
Increase in measurable visits to POIs
OVER 20
Local businesses featured in one campaign
OPPOSITES MAKE DOWNTOWN MORE ATTRACTIVE
When we talked with business owners, residents, and visitors Downtown, we kept hearing contradictions: a bustling district with a chill, beachside feel. Daytime art walks and midnight bar crawls. City blocks best explored indoors, with outside activities around every corner. 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.
THE OPPOSITE OF ORDINARY
The new brand for Downtown Long Beach — Opposite of Ordinary — is as real and raw as the city itself. Through clever pairings and highly visible placements, the campaign has helped Long Beach carve out its own place in the Southern California tourism space, giving it a distinct point of view compared to its more well-known neighbors to the north and south.
TL;DR
This neighborhood is really coming together.
