In July 2022, Santa Monica and Brighton & Hove collaborated to promote the newly formed Friendship City agreement between them. Santa Monica Travel & Tourism’s goal for the campaign was to immerse UK consumers in the Santa Monica experience, to build on destination awareness and generate positive awareness and engagement during and after the events. The activation also set to drive bookings to Santa Monica, through integration of a call-to-action tour operator partner and airline partner with a supporting digital media plan.
During an eight-week activation, the campaign was brought to life by a number of immersive experiences throughout Brighton, including a pop up kitchen at Brighton’s first and only food hall Shelter Hall; a takeover of their cocktail bar Skylark, featuring California themed cocktails; an exclusive partnership with The Set restaurant, featuring exclusive influencer and media dinners with two visiting Santa Monica chefs alongside a wider month long bespoke menu; key information showcased on Brighton Palace Pier promoting the activation and the consumer competition as well as a mural created by a celebrated Santa Monica street artist and a number of trade and media events.
Key elements of the campaign included activation spaces that were used to deliver key messaging and to forge partnerships in order to maximise reach and investment opportunities. The activations directed UK consumers to the event microsite to build upon their brand/destination awareness, direct them to the tour operator microsite to encourage room night growth and advertise the events happening over the summer.
The results were measured by consumer interactions with the microsite, at events, competition entries and room night bookings.
Katie Smith, Account Manager, MMGY Hills Balfour collecting the two Gold Awards for the Santa Monica Loves Brighton Campaign at the Smarties EMEA Awards 2022
