Marketing
Environmental Public Agencies Technology Destination

Desination

Port of San Diego "The Big Bay - San Diego Bay"

SITUATION:

The Port of San Diego is responsible for protecting the environment of the San Diego Bay, promoting the public's enjoyment of these lands and promoting economic development for the public's benefit. The Port needed to develop a comprehensive destination-marketing program to increase appreciation for San Diego Bay resources and to drive traffic to Bay businesses. The program also needed to create a cooperative marketing effort between the Port and Bay businesses.

EXECUTION:

  • Position San Diego Bay in the marketplace as "San Diego's Biggest Attraction.®"
  • Brand San Diego Bay as a prime destination through the Big Bay identity, logo and "The Big Bay®" slogan.
  • Increased comprehension of the attributes that define San Diego Bay.
  • Maximize the focus on attracting San Diegans to the destination.
  • Activate the brand as "one giant adventure just waiting for you to come out and play."
  • Create and develop branded messaging: print advertising, radio promotions, thebigbay.com Web site, posters, rack brochures, window clings, toll-free phone line, e-newsletter, transit shelter ads and billboards.
  • Conduct tourism development programs: special events, cooperative marketing, Big Bay Bonuses (incentives, itineraries, publicity).

RESULTS:

  • The "Big Bay" slogan is used by San Diego Bay businesses in their own marketing communications, and locals and media are using the slogan when referring to San Diego Bay.
  • Tenant businesses report increased patronage when events and services are promoted through Big Bay tenant-participation vehicles.
  • The Web site is a well-used portal to the Bay, placing high in search engine results.
  • More than 180 businesses have their own Web site links listed on thebigbay.com.
  • San Diego Bay is featured in stories in travel, tourism and drive market media.
  • The launch media buy made115,379,654 gross impressions for in-market residents, 6,556,667 gross impressions in the drive market and 3,158,747 gross impressions in the overnight visitor market.
  • Port Real Estate revenues trend upward since the launch of the program.
  • Port hotels buffer down economic times better than hotels in the market overall.
  • Port of San Diego Cruise Marketing is leveraged by the strength of the Big Bay brand.