"THIS is Chula." 2018 ADVERTISING CAMPAIGN KICKS OFF
San Diego County residents and visitors will be seeing “THIS is Chula.” billboards return throughout the region in addition to MTS Transit Shelter ads, a campaign video, multi-media digital ads, and social media engagement. Chula Vista Mayor Mary Casillas Salas previewed the new “THIS is Chula.” video at the State of the City address on May 8, 2018.
The “THIS is Chula.” advertising and awareness campaign was initially launched in 2017 to increase awareness and correct misperceptions about Chula Vista, the second largest city in San Diego County.
The campaign not only demonstrated success (measured via Luth Research to have increased positive and neutral perceptions from 66% measured in 2014 to 80% measured after the campaign’s Phase One in the summer of 2017), but it also earned industry recognition. In April 2018, “THIS is Chula.” received the EPIC Award (Excellence in Public Information and Communications) for the branding campaign from the California Association of Public Information Officials (CAPIO) at its annual conference in Santa Rosa, CA.
As Mayor Casillas Salas describes, “The success of this creative and engaging campaign surpassed our expectations, won an industry award and was widely embraced by our community members. The hashtag #THISisChula is now used throughout the region to celebrate exciting announcements in and about our city, and to share beautiful photos that showcase the unique beauty and innovative accomplishments in Chula Vista.”
Phase Two of “THIS is Chula.” focuses on the “beauty of” the city, natural landscapes, recreation, new and established businesses, sustainability programs and community warmth and pride. A new video captures this beauty with images of the Chula Vista Marina, Third Avenue Village, the Chula Vista Bayfront, local parks, trails and the world-class Chula Vista Elite Athlete Training Center. The video, digital ads and billboards celebrate several of the “beauty of” concepts, including, “The beauty of discovery,” “The beauty of community,” “The beauty of learning,” and “The beauty of innovation.”
The website, www.explorechulavista.com that was launched in phase one of “THIS is Chula.” has been updated to reflect the new “beauty of” messaging and features photos from all corners of Chula Vista. It also contains photos and links to recreation activities, shopping and dining, cultural arts, schools, concerts, festivals, entertainment attractions, parks, and open spaces.
A new “THIS is Chula.” billboard has been posted in Kearny Mesa on Convoy Street between Kearny Mesa Road and Othello Avenue, and additional billboards will be seen within the next few weeks. MTS Transit Shelter ads are displayed in the City Heights and Normal Heights areas along some of the busiest routes on University Avenue and El Cajon Boulevard. The MTS ads will run through July. The billboards will rotate throughout San Diego county locations through November 2018. In addition, the “THIS is Chula.” video can be seen on the City’s YouTube channel at https://youtu.be/Lv6AnfB1QQw .
Digital ads and the www.explorechulavista.com website feature images that enhance the “beauty of” messaging. The City’s Facebook, Twitter and Instagram social media accounts reinforce the campaign with #THISisChula used to expand engagement.
The “THIS is Chula.” campaign website’s “Fun Facts” section includes links to a recent Los Angeles Times feature on “A Weekend Escape to Chula Vista” and celebrates Chula Vista’s Emmy Award from the National Academy of Television Arts & Sciences for its “3,000 Mile Myth” ad campaign.
Local consulting firm NV5 launched the initial “THIS is Chula.” campaign in 2017 and is deploying Phase Two. NV5 re-engaged Ameba Marketing and ProMedia for creative design and media assessment. The City’s communications team is involved in every element of updating the campaign strategic plan, maintaining the campaign website, providing photos and video, coordinating with community leaders, partner agencies and programs to compile video footage and disseminate information, as well as supporting the campaign with social media, public education and outreach.