Sonoma County Tourism Launches “Life Opens Up” Campaign
June 30, 2020
Campaign is designed to welcome visitors back to Sonoma County as COVID restrictions ease
With the return of leisure travel to Sonoma County on June 19, Sonoma County Tourism (SCT) has rolled out an integrated marketing campaign titled “Life Opens Up.” Building on the countywide brand of the same name, the campaign works to pair the personal experiences travelers can have when they visit Sonoma County, with important safety information in the COVID-19 era.
“This particular campaign is one of great importance, on a number of levels,” said Todd O’Leary, vice president of marketing and communications for SCT. “Our team has been working diligently to create not only a tourism marketing campaign, but one that also communicates important safety protocols and related messages that we want visitors to know about and follow.”
Based on insights from leading tourism industry researchers, SCT is focusing the campaign on drive markets within about 300 miles of Sonoma County. Given its enviable location in Northern California, residents in the Greater Bay Area, Sacramento, Fresno, Chico, and Reno/Tahoe, can get to Sonoma County with an easy drive.
SCT has created a campaign landing page at www.sonomacounty.com/lifeopensup. This hub connects visitors to everything they need to plan their trip, including inspiring content, videos, and other travel planning resources. Given the road trip focus of the campaign, a centerpiece is SCT’s “Life Opens Up on the RoadTRIPS“ Inspiration Guide. This free digital guide is available on the campaign landing page and is filled with dozens of itineraries and business information. Special offers are also featured on the page to further entice visitors to romantic inns, world-class resorts, spas, wineries, culinary experiences and more.
As part of the campaign, SCT is asking visitors to review the “Safe Travels Promise.” The goal of the ‘promise’ is two-fold: welcome visitors back to Sonoma County, and encourage high standards of hygiene, observation of all local health regulations required in Sonoma County, and commitment to being responsible travelers. Visitors are asked to Be Smart. Be Safe. Be Kind. Stay Healthy.
To create awareness and buzz about the campaign, SCT developed a series of promotions. The first promotion, featuring a Sonoma County getaway, ran June 17-21, and coincided with Sonoma County’s re-opening to leisure travelers. The second promotion, entitled “Week of Road Trips,” gave away “a trip a day,” June 22-26. In July, a third promotion will launch in collaboration with Emily Kaufman, aka “The Travel Mom.” Several influencers also supported the tourism agency’s marketing efforts by posting about the promotions on their social channels, as well as visiting the area to experience the destination firsthand.
“While we believe travelers will want to come to Sonoma County for its wide-open spaces, stunning natural resources, fresh air and well-known wine and food offerings, most importantly, guests also will find that they can immerse, engage and connect safely,” said Claudia Vecchio, president/CEO, Sonoma County Tourism. “Sonoma County has always been a respite for people seeking a place to relax, enjoy the company of family and friends and escape the cares of the world. Now more than ever, we want to ensure our welcome is thoughtful and inspiring.”
More information about the Life Opens Up campaign can be found at www.sonomacounty.com/lifeopensup