Long Beach Convention & Visitor’s Bureau

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Nostrum’s challenge was to reposition Long Beach as one of Southern California’s most exciting waterfront destinations. Nostrum was also charged with redesigning the Long Beach CVB website to streamline information and refine the user-experience:

Approach

  • Nostrum began with a CVB brand identity refresh, developing a consistent look across all collateral and advertising
  • A marketing program was also developed with key attention paid to garnering affinity with meeting/event planners who were critical to driving tourist traffic and revenue for Long Beach
  • The refresh was extended to the CVB webs – the site was refined to provide multiple direct paths to target-specific content which rotated frequently ensuring that all city partners (and audience groups) were represented
    • This was supported by an integrated CRM (Customer Relations Management) system designed to accommodate multiple data entry points

Result

  • The Long Beach city brand became instantly recognizable and research indicated people were consistently able to recall the brand identity via visual and messaging cues
  • Long Beach was able to attract and recruit different membership levels for the city’s attractions, hotels, restaurants and other venues that resulted in dramatically increased revenue for the City
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