What makes Newport Beach stand on its own? What makes it different from Huntington Beach to the north and Laguna Beach to the south, or for that matter, the rest of the Southern California coast?

The assignment was to create an inviting, distinct identity for visitors and residents alike, one that celebrates both Newport Beach’s classic beach lifestyle and its modern luxury and style driven vibe. The brand promise: a Southern California fantasyland offering a taste of the perfect life.

A deep dive into research, exploring all of the city’s various neighborhoods and becoming well-acquainted with its quirky contrasts, we were able to ascertain what makes Newport Beach tick.

Step one: acknowledging the stereotype of the destination as simply a hyper affluent enclave. We saw the upscale, over-hyped perfection of Newport Beach not as something that should be hidden, but as an aspirational asset. Poking fun at that perception could be simultaneously endearing and welcoming. Contrasting this against the rugged backdrop of Newport Beach’s natural beauty became the cornerstone of the new campaign.

Delivering unmistakable luxury, with a wink of self-deprecating humor, the work extends a friendly and warm welcome and takes the edge off existing perceptions. Newport Beach invites you to take your own unique tastes, interests and passions to the next level. To move a little freer, indulge a little deeper, explore a little farther, and fly each one of your flags a little higher.

Although the normal qualifiers such as website traffic and engagement with the brand have increased, we have found it even more interesting how fully the client and their stakeholders have embraced the campaign, as recreating scenes from print and video with look-alike models at the annual gala demonstrated.

The campaign has continued into the new fiscal year, with four new print ads, digital assets, video and broadcast spots currently in post-production.