City of San Luis Obispo Extends Their Stay with LEVEL Studios

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LEVEL Drives Awareness of Central Coast Destination and Promotes Tourism, Business Growth

Now we are working with LEVEL to sharpen our focus on driving more interaction with site visitors, enabling user-generated content as well as tailored itineraries. All of which will result in travelers exploring more and staying longer.

LEVEL Studios, an independent digital agency, today announced their Agency of Record contract will extend two more years with the City of San Luis Obispo’s Tourism Business Improvement District (TBID). In 2009, the City of San Luis Obispo (SLO) engaged LEVEL to develop and manage an ongoing integrated marketing campaign, which included the launch of http://SanLuisObispoVacations.com to promote the premier vacation destination.

Located on California’s Central Coast, San Luis Obispo is half way between San Francisco and Los Angeles, perfectly situated to offer a variety of opportunities for all types of travelers. Whether planning a family trip, a romantic getaway, a weekend of wine tasting or an activity packed adventure, a San Luis Obispo vacation offers something for every taste. While San Luis Obispo is a perfect destination in its own right, it’s also ideally situated as a home base for exploring all of the Central Coast.

The City of San Luis Obispo’s TBID approached LEVEL with a unique opportunity to drive an integrated marketing campaign that would amplify tourism for the City, in turn leading to increased business for local lodging accommodations. LEVEL designed and developed http://SanLuisObispoVacations.com to serve as the hub of activity for content and engagement with users, in concert with geo-targeted outreach through print, social and online advertising as well as search engines. The systematic planning and execution of these initiatives focuses on the San Francisco Bay Area, Los Angeles and Orange County audiences. Outreach mediums include advertising in lifestyle publications like 7x7 Magazine and Los Angeles Magazine as well as travel publications, such as Westways Magazine and Skywest.

LEVEL manages awareness and retention email campaigns, Pay Per Click (PPC) advertising, interactive display ads and Search Engine Optimization (SEO) strategies. In addition to the website’s ‘Find a Hotel’ utility, which allows users to search for lodging based on their own personal criteria, LEVEL developed and distributed content including promotions, travel ideas and event information. LEVEL also rolled out “SLO Legends”, a series of news stories featuring local personalities that call the area home.

“The first leg of our campaign successfully built awareness, which is the critical foundation for our program to grow. Now we are working with LEVEL to sharpen our focus on driving more interaction with site visitors, enabling user-generated content as well as tailored itineraries. All of which will result in travelers exploring more and staying longer,” commented John Conner, Chairman of the Board for the City of San Luis Obispo’s TBID. “We are excited to continue our relationship with LEVEL and look forward to the months ahead.”

The partnership between the City of San Luis Obispo and LEVEL has not only resulted in success for the City’s TBID, but also fostered synergies within the City’s agencies as well as with the community in which LEVEL is headquartered. This past spring, LEVEL worked with Cal Poly State University Senior Project students and professors to complete demographic research and analysis around an expanded target audience. Their work serves the University’s distinctive curriculum program driven by their “learn by doing” motto and will support future campaigns for the City of San Luis Obispo.

About LEVEL Studios
LEVEL Studios is an independent digital agency that amplifies global brands by innovating across desktop, web and mobile environments. Founded in 1995, the agency now operates three California studios specializing in user experience, digital media and application development.

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Alexandra League
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