Visit Dana Point

Visit Dana Point's primary strategy was centered on leveraging user-generated content or tagged images to populate their social media feed. While this community-driven approach had its advantages, it posed challenges when trying to plan specific content ideas and the team couldn’t guarantee access to high-quality images.

Our objective was to shift the focus towards creating lifestyle content that promotes winter travel along with curated experiences around town. This approach helped to reduce the dependence on unpredictable user-generated content and allowed us to craft tailored imagery that effectively supported the organization's goals and brand messaging.