Increase in Organic Traffic
In 2018, the Long Beach Area Convention and Visitors Bureau elected to reimagine its digital marketing platform to better showcase the travel experience in one of Southern California’s most well-known destinations.
Client: Long Beach Area Convention and Visitors Bureau
Location: Long Beach, CA
Industry: Destination Marketing
A destination experiencing profound change, the Long Beach Area CVB’s previous website did not effectively communicate the evolving visitor experience. Outdated colors and photography caused a disconnect between the online Long Beach experience and the true in-market travel experience. The Long Beach Area's CVB team partnered with Tempest to establish a new digital marketing platform to better educate visitors about the community's vibrant culture and many vacation options.
We began the process with a detailed and thorough research period, reviewing data on current online user behavior and audience demographics. Based on our findings, the Tempest team crafted a refreshed digital execution of the Visit Long Beach brand. The website’s overall creative direction evokes high-end publications and luxury hotel brands. A conscientious use of clean white space is balanced by deep blue ocean tones and bursts of sunny yellow, accented by crisp fonts that evoke the modern California beach experience found in Long Beach.
An interactive map helps the visitor discover the unique character of individual neighborhoods, while large-format photography and HTML5 HD videos immerse the visitor in the inspiring and sophisticated travel experience. Thoughtfully integrated user-generated content shares the lived experience of other visitors in real time, and visitors can save attractions, activities, hotel partners, restaurants and more as they build dream, research, and build their personalized Long Beach travel experience.
The new website advances the perception of Long Beach within the international tourism market, and gives us the tools we need to showcase the destination.