VENTURA COUNTY, Calif. (Dec 19, 2016)—The Ventura County Lodging Association (VCLA) is heading into 2017 with a new “Ventura County Coast” tourism brand and aggressive marketing effort. Comprising lodging and tourism-related businesses in Camarillo, Oxnard, Port Hueneme and Ventura, VCLA will administer the new branding campaign aimed at increasing the county’s share of California’s lucrative tourism market.
Tourism within California generated $111.9 billion in direct travel spending in 2015, according to a report released earlier this year by the Governor’s Office of Business Development and Visit California. VCLA seeks to attract a larger percentage of that spending by showcasing its stellar weather, uncrowded beaches, plentiful shopping, agri-tourism experiences and authentic coastal vibe.
“Last year, tourism to Ventura County generated almost $46 million in tax revenue,” says VCLA Executive Director Rebekah Evans. “That’s almost $500 per household. But we see significant room for growth, especially as more and more people venture off the beaten path in search of unique, authentic travel experiences. People have done Disneyland, they’ve done the Golden Gate Bridge, they’ve done Hollywood. Those are the folks we’re reaching out to, inviting them to experience coastal California in a more laid-back way, without the huge crowds and rush-rush feeling.”
New Ventura County Coast branding components include a relaunched tourism website, www.venturacountycoast.com, as well as robust advertising, public relations and digital marketing campaigns. Central and southern California markets such as Los Angeles, Orange, Riverside and Kern counties are the primary targets for the campaign; in-state tourism accounted for 71 percent of California’s domestic leisure visitors in 2015. Neighboring states and key overseas markets are also part of the new planned outreach, which includes both leisure and group business travel messaging.
Launched in early November, the Ventura County Coast logo and brand elements recently earned a platinum award for branding in the annual MarCom Awards, a marketing industry competition.
About Ventura County Coast
Just an hour north of Los Angeles, Ventura County Coast offers a convenient getaway to the desirable California coast, where year-round sunny skies meets seaside charm and inland adventure. Boasting a diverse natural landscape, thriving arts and cultural scene, plentiful shopping, historic sites, golf courses, and ingredient-driven dining fueled by its 125,000 acres of farms, orchards and vineyards, the region is the ultimate seaside escape for leisure travel, corporate retreats, sports travel and beyond.
“Ventura County Coast” is a tourism brand encompassing the cities of Ventura, Oxnard, Camarillo and Port Hueneme. Administered by the Ventura County Lodging Association (VCLA), the membership is comprised of 70 plus lodging organizations (hotels, motels, bed & breakfasts, RV resorts) and destination marketing organizations seeking to attract overnight business and leisure visitors to the region. For more information, visit www.VenturaCountyCoast.com or call 1(800) 648-2124. Follow Ventura County Coast on Facebook (VenturaCountyCoast), Twitter (@VisitVCCoast) and Instagram (@VisitVCCoast).
Download the Ventura County Coast logo, press kit and other information at:
For destination images, interviews or more information, please contact: