62 AboveREQUEST FOR PROPOSAL
FOR MARKETING,
BRANDING, CAMPAIGN
DEVELOPMENT
& DIGITAL MARKETING
SERVICES
JANUARY 7, 2022
TABLE OF CONTENTS
A. COVER LETTER 3
B. BACKGROUND & EXPERIENCE 4
C. CLIENT REFERENCES 40
D. DISCLOSURES 41
E. GUARANTEE OF WORK PRODUCT 41
F. SUBCONTRACTING 42
G. INSURANCE STATEMENT 44
H. WORK PLANS & BUDGETS 45
TO MARCIE AND THE TEAM:
It is a great honor to submit our full-service proposal for all the multiple components outlined in your
Marketing, Branding, Campaign Development & Digital Marketing Services RFP. This is a dream job for
our team, and we’ve been huge fans of La Quinta for many years.
In fact, we have a senior creative and account team based in Rancho Mirage who will be your virtual in-
house 62ABOVE team—available for in-person meetings and board presentations as needed. Jeff
Burghardt and Nicole Doré bring more than 20 years of experience in the DMO industry and have deep
knowledge of the area which will provide a tremendous advantage in helping our entire advertising and
public relations team to develop successful campaigns and exceed goals for La Quinta. We will also help
amplify La Quinta’s 40th anniversary as we roll out a new and exciting brand campaign that elevates the
destination to another level.
We hope you consider us a strong contender for the award of this contract, because we are already
thinking of ways to help you with the task at hand and beyond. There are so many exciting opportunities
for La Quinta as we strategize growing your brand awareness and reputation, and we would love to be
part of your team.
Please read on as we explain our extensive background and experience with DMOs and our process for
helping organizations like La Quinta develop their brands and enjoy their spot on the global map.
Sincerely,
Jon Bailey
Founder / Chief Relationship Officer
62ABOVE
302 Washington Street, #624
San Diego, CA 92103
jonb@62above.com
(619) 865-3382 – Jon direct
3
DEAR LA QUINTA
A // COVER LETTER
AGENCY BACKGROUND
4
B // BACKGROUND & EXPERIENCE
62ABOVE is an independently owned creative agency, based in San Diego, with expertise in destinations,
placemaking and organizational marketing. Extraordinary talent and decades of experience have joined
forces at 62ABOVE, to bring clients a higher level of strategy and creativity in the branding and
placemaking arena, supporting destinations, attractions, organizations, foundations and more across the
country.
Founded by Indra Gardiner Bowers and Jon Bailey in 1995 and rebranded in 2020 when Greg Carson
joined as President, 62ABOVE has 22 full-time team members and a carefully selected group of trusted
subcontractors. 62ABOVE is a California C Corporation, officially operating during the traditional business
hours of 8:30am – 5:30pm, Monday through Friday (although we often make ourselves available outside
of these hours.)
There are no pending litigations or conditions against 62ABOVE, nor has the firm been barred,
suspended or declared ineligible to contract with any governmental agency. We have no conflicts of
interest that would preclude us from providing services to La Quinta with integrity, and we are prepared
to enter into the proposed Contract with the City. 62ABOVE is in possession of the necessary insurance
coverages as outlined in the RFP.
FINANCIAL INFORMATION
As a privately held company, we do not release our financial statements.
Our 2021 total revenues were $8.5 million.
Taxpayer ID: 90-0793863
AGENCY BACKGROUND
At 62ABOVE, we believe that all great work is rooted in sound brand strategy. Out of those strategic
insights comes smart creative work tied specifically to the client’s customer truths. From there,
tactical executions flow from a combination of our in-house capabilities.
OUR SERVICES
Brand Strategy
Creative Campaign Development & Production
Video & Photography Services
Website Design, Development & Management
Media Planning, Buying & Reporting (All Digital & Traditional Media)
Public Relations
Social Media & Influencer Marketing
Enewsletter Development & Publication
Economic Development
5
B // BACKGROUND & EXPERIENCE
CURRENT CLIENTS
6
Baja California Tourism
since 2019
Callective Energy
since 2020
Catalina Chamber & Visitors Bureau
since 2019
City of Rancho Mirage Tourism
since 2020
Futurum
since 2021
Go Lake Havasu
since 2021
Harrah's Cherokee Casino Resort
since 2020
Harrah's Resort Southern California
since 2011
Holiday Bowl
since 2021
Hybrid Power
since 2020
Monterey County Convention
& Visitors Bureau
since 2020
Otay-Tijuana Venture (CBX)
since 2018
Pebble Beach Concours d’Elegance
since 2021
Pebble Beach Resorts
since 2021
Visit Rocky Point, MX
since 2022
Qualcomm
since 2013
RLJ Lodging Trust
since 2020
San Diego Foundation
since 2019
San Diego Museum of Art
since 2001
San Diego Sports Council
since 2021
Serving Seniors
since 2018
Suncoast Aquatic Nature Center
since 2020
Temecula Valley Winegrowers Assoc.
since 2021
The Parker Foundation
since 2020
The Pierside Hotel - Santa Monica
since 2020
The Jordan Hotel San Gabriel
since 2019
The Tickle Pink Inn
since 2021
United Energy Trading
since 2021
Visit Carmel-by-the-Sea
since 2021
Visit Carlsbad
since 2021
B // BACKGROUND & EXPERIENCE
DESTINATIONS EXPERIENCE
7
B // BACKGROUND & EXPERIENCE
Jon Bailey
FOUNDER / CHIEF RELATIONSHIPS OFFICER
Jon brings to brands 30+ years of experience working on national
campaigns in both the public relations and advertising disciplines. Since his
first official job in San Francisco, Jon has been involved in hospitality and
destination marketing. In addition to his agency career, Jon nurtures and
expresses his creativity as a travel writer for ThePointsGuy.com, San Diego
Magazine, Passion Passport and other media outlets, as well as managing
his own influencer platform 2DadsWithBaggage.com. Oh, and he celebrated
his honeymoon in La Quinta and is a regular visitor.
View resume at linkedin.com/in/jonbaileybg
8
ACCOUNT & CREATIVE TEAM
Greg Carson
PRESIDENT
Over the years, Greg has developed an unwavering ability to understand
each client’s unique voice and communicate it effortlessly. It is this skill that
has led him to oversee some of the most memorable and acclaimed
campaigns in the industry including his work for the NFL, The Walt Disney
Company, Visit California, San Diego Tourism Authority, Tahiti Tourism and
Pebble Beach.
View resume at linkedin.com/in/gregorycarson1
Jeff Burghardt
SENIOR DIRECTOR, ACCOUNTS & STRATEGY
Jeff approaches every client, production and campaign with a passion for
doing great work that builds brands and delivers results. With nearly 30
years in the ad business, Jeff has led the way for top DMOs like Visit Napa
Valley, Visit Carmel and Visit Tampa Bay, along with many resorts and hotels
such as Pebble Beach Resorts, Quail Lodge Resort (a Peninsula Hotel
property) and Portola Hotel & Spa. What’s more, Jeff lives in Rancho Mirage
and loves hanging out in Old Town La Quinta at La Quinta Brewing and RD
RNNR restaurant.
View resume at linkedin.com/in/jeffburghardt
B // BACKGROUND & EXPERIENCE
9
ACCOUNT & CREATIVE TEAM
Torie Covington
DIRECTOR OF PUBLIC RELATIONS
Torie Covington is the Public Relations Director at i.d.e.a. and brings more
than a dozen years of public relations experience. Covington has developed
original and newsworthy PR campaigns with a demonstrated history of
delivering successful results for clients across a variety of industries,
including CPG, non-profits, restaurants/hospitality, lifestyle and
entertainment, and more. At 62ABOVE, Torie oversees the earned media
disciplines, which include public relations, influencer marketing and organic
social media for clients such as Baja California Tourism, Love Catalina,
Harrah’s Cherokee Resort & Casino and more.
View resume at linkedin.com/in/toriewohlwend
Nicole Doré
DESIGN DIRECTOR
With nearly 20 years of experience, Nicole delivers a high-level of creative
strategy, stylish design, and consistent branding across all touch points.
From digital to traditional, she takes pride in every detail to make sure each
campaign is a success and builds long-term brand equity. As a result, Nicole
has crafted award-winning work for top DMOs, such as Visit Napa Valley,
Visit Carmel and Go Lake Havasu, and knows how to turn ideas into
amazing brands and campaigns.
View resume at linkedin.com/in/nicoledore
Andrew Kougl
DIRECTOR OF MEDIA
With over a decade of experience and a specialty in digital media, Andrew
excels in thinking strategically about client KPIs and prides himself on a
well-rounded approach honed over years of hands-on execution across all
paid channels. Clients have included Love Catalina, See Monterey County,
Harrah’s Cherokee Resort & Casino, Treasure Island Las Vegas, LEGOLAND
CA, WD-40, Bumblebee Tuna and more. Highly analytical and data-driven,
Andrew's focus has and always will be the data, holding himself and the
campaigns accountable for performance at all times.
View resume at linkedin.com/in/andrewkougl
B // BACKGROUND & EXPERIENCE
10
ACCOUNT & CREATIVE TEAM
Lisa Verbeck
SENIOR STRATEGIC PLANNER
Pierce Cooley
EXECUTIVE PRODUCER
In almost a decade of entertainment and agency experience, Pierce has
developed a unique knack for producing stunning visuals for a variety of jaw
dropping locations and iconic brands. From the breaking beaches of San
Diego to the frosted peaks of the Sierras (with a few Michelin-starred
kitchens in between), he has motivated aspiring travelers, awestruck
consumers, and proud locals to embrace their thirst for adventure, inspiration,
and cuisine with work for See Monterey County, Visit California, San Diego
Tourism Authority, California Restaurant Month and Animal Planet.
View resume at linkedin.com/in/pierce-cooley
With more than 20 years of experience in integrated communications and
marketing, Lisa develops brands and campaigns using meaningful insights
and innovative strategies as a subcontractor at 62ABOVE. During her
tenure in travel and tourism, she has successfully launched campaigns that
build awareness and drive business outcomes. She led the media and
communications strategy in North America for Tourism Australia and Visit
SLO CAL. While at Tourism Australia, she was instrumental in developing
the Cannes award-winning Super Bowl campaign, 'Dundee’ as well as
collaborating with Fox to launch a brand campaign leveraging Baz
Lurman’s film “Australia."
View resume at linkedin.com/in/lverbeck
B // BACKGROUND & EXPERIENCE
MARKETING & ADVERTISING CAMPAIGN DEVELOPMENT
STAGE I:
BRAND STRATEGY & PLATFORM DEVELOPMENT
Account Planning & Research
Research and planning inform all our strategic storytelling and placemaking efforts. We will start by
building a strong strategic foundation and framework. This first step is crucial to creating compelling
communications across channels. Our process, outlined below, demonstrates how we will thoughtfully
establish a foundation, build the strategic roadmap, and then create and produce the right content for
the right channel to meet La Quinta’s objectives.
Research & Strategy
We will start by performing an analysis of the category, reviewing relevant brand documents,
competitive research, consumer research, etc., to get to know La Quinta and its unique characteristics
even better than we already do. At this stage, we will ask to see any relevant information you think will
help us fully understand the landscape. We may also recommend Primary Research be conducted to
gather additional information La Quinta may not currently possess. Community input is critical to the
success of this process. This Research may take the form of Q&A survey data collection, focus groups
and one-on-one Zoom intercepts.
The total of this analysis helps us define what we need to address existing circumstances and
communications efforts, in order to meet our brand awareness and growth objectives. Specific
activities include:
Stakeholder Interviews: Zoom or phone as well as email
Client Research Digest: Reviewing all relevant information you can provide
Primary Research: May include a variety of suggested formats if needed
Secondary Research: Collected from a variety of sources
Analysis of Existing Creative & Marketing
Competitor Analysis: Exhaustive comparison on similar organizations
Social Listening Audit
11
B // BACKGROUND & EXPERIENCE
12
We seek and organize this data, distilling it into three areas of influence critical to our understanding of
the Seattle Southside brand essence. At the intersection of these influences lies the rich opportunity,
the unique elements that only La Quinta can claim as its own.
Company - What makes the destination so special? What are its attributes, key elements, points of
pride, opportunities for growth, and increased success.
Customer - Who is our audience and what makes them tick? Where they are coming from, how they get
to us, how much do they spend, how do they live their lives in ways that influence their travel decisions?
Culture - What’s happening in the world around us that affects our decisions - things that are not travel
related but influence the way we think, behave, interact, and purchase.
Discovery & Key Insights
We translate the information uncovered during Discovery into key insights that will provide the
foundation of the Strategic Platform. We explore findings, identify the strategic focus, and create a
brand messaging architecture. This will include an insights presentation from which we can share
information collected during Discovery, and an opportunity for alignment on the most compelling
messages that support the strategic platform, which will define La Quinta’s brand position and move
audiences to action.
CULTURE
COMPANY CUSTOMER
MARKETING & ADVERTISING CAMPAIGN DEVELOPMENT
B // BACKGROUND & EXPERIENCE
13
Afterward, we will take all this information and distill it into a Messaging Architecture, which will be
presented for stakeholder feedback and approval. This will ultimately be used as the foundation for
communication of the marketing campaign across all channels and audiences. At this juncture, a
creative brief is written for client approval that will carry the team forward into the ideation stages.
Brand Architecture
A collaborative Brand Workshop will be held with key La Quinta participants and members of
62ABOVE, wherein we will pour through the data collected. The Agency will present Key Findings and
lead a 3 to 4-hour working ideation session during which ideas will begin to develop through a series of
facilitated exercises. This often proves to be one of the most rewarding and illustrative components of
our overall process. Although there is no expectation that there will be any “a-ha!” moments, these do
often happen spontaneously as part of this session.
MARKETING & ADVERTISING CAMPAIGN DEVELOPMENT
B // BACKGROUND & EXPERIENCE
STAGE II:
BRAND VISUAL IDENTITY & GUIDELINES
We help destinations and organizations find surprising ways to express who they are and what they
uniquely offer. Creative work is part insight, part inspiration and part perspiration. At 62ABOVE, it’s
also very much a collaborative journey.
Creative Ideation
Following the approval of a creative brief, we will kick off our teams to ideate and create the
creative platform for an integrated brand and marketing campaign. The team will concept the
revised look and feel of the brand along with necessary tactical elements required to meet La
Quinta’s awareness and positioning objectives as outlined in the brief. This creative platform will be
used in later phases to execute and produce all materials needed for the overall communications
plan and campaign.
Initially, logo treatments are considered as the most visible representation of the brand. The
creative team dives deeply here, exploring a wide variety of expressions that are all true to the
brand platform, yet take many different forms in font, color, style and design. Ultimately, this array
of choices is narrowed to a minimum of five options for client review. A final choice is reached and
then that logo is prepared for final files and ultimate uses.
Creative Execution
The first deliverable to La Quinta in this stage will be the finalized logo, followed by a
comprehensive brand toolkit and style guide. This overall expression of the brand essence will be
delivered in fully functioning source files that include all creative work manifested on behalf of La
Quinta during our process.
Revised Visuals
These new or revised brand visuals will then be applied to any existing components as well as
future materials, including print and digital template components such as website layout, brochures,
magazine, etc. This is covered more specifically in Stage III as outlined on the next page.
14
MARKETING & ADVERTISING CAMPAIGN DEVELOPMENT
VISUAL IDENTITY
POSITIONING
MESSAGING
COLOR PALETTE
TYPOGRAPHY
TONE & PERSONALITY
LOGO DO’S & DONT’S
BRAND STYLE GUIDES
CREATIVE EXAMPLES
B // BACKGROUND & EXPERIENCE
STAGE III:
CAMPAIGN DESIGN & DEVELOPMENT
Creative Process
Once the brand has been finalized, the creative team begins to work their magic, creating several
different potential campaign paths based on the strategic insights developed earlier. The creative
team walks our integrated marketing subject matter experts through the thinking, so that the work
is developed with insight from our digital, PR, paid media, social media, and activations teams. In
this way, we ensure that the work will be effective across all channels, rather than attempting to
later retrofit the concept into a channel where it may not work best.
Regardless of the assignment, our team is relentless in its pursuit of the very best expression of
your brand. You will be given 2-3 campaign direction options for selection of one ultimate concept
to be refined and executed. Our goal is that our clients fall in love with their creative work. It should
feel true to the strategic platform and specific to the brand. Our work will never look like it could
apply to any organization other than La Quinta.
Once La Quinta selects its concept of choice, 62ABOVE will take the direction to the next stage. We
will finalize campaign executions derivative of the selected creative direction, including advertising
materials, website, marketing materials and production elements in the forms of digital, print, video,
social, photo, ads and more.
15
MARKETING & ADVERTISING CAMPAIGN DEVELOPMENT
Welcome to Pebble Beach Resorts.
This is more than amazing golf, recreation, dining, and lodging.
This is the #1 Golf Experience in the United States.
Visit PebbleBeach.com / Call (844) 401-8719
- Ian Hendry, Los Angeles
Resort Guest, Oct 2019
EXAMPLE WORK - PEBBLE BEACH
B // BACKGROUND & EXPERIENCE
16
Marketing Materials
A range of deliverables may also be considered as part of an ongoing partnership with La Quinta. These
would be addressed according to needs outlined in the master marketing plan we develop together, and
driven by the Brand Strategy and Platform outlined earlier in this document.
DESIGN
SALES MATERIALS
WEB ASSETS
PACKAGING
COLLATERAL
CAMPAIGNS
SOCIAL MEDIA CONTENT
TRADE SHOW ASSETS
ADVERTISING
DIGITAL / MOBILE ADS
RICH MEDIA
VIDEO
BROADCAST MEDIA
PRINT
OUT-OF-HOME
ACTIVATIONS & POP UPS
MARKETING & ADVERTISING CAMPAIGN DEVELOPMENT
EXAMPLE WORK - VISIT CARMEL LOGO, BRANDING & WEBSITE
B // BACKGROUND & EXPERIENCE
CREATIVE PRODUCTION
17
STAGE IV:
VIDEO & STILL PHOTOGRAPHY PRODUCTION
In today’s marketing world, video is king. We rarely create marketing programs for brands that do not
include it. The team at 62ABOVE is adept at producing high quality, descriptive and compelling video
assets in a variety of lengths and forms. Our in-house production team helps us provide creative and
nimble solutions at a reasonable cost. It is our recommendation to create an asset library with video
footage and photography that La Quinta can also use in social media, on your website, etc.
Below and on the next page are examples of our photography and video work for Visit Carmel
that include drone video.
EXAMPLE WORK - VISIT CARMEL - CUSTOM PHOTOGRAPHY & VIDEO
B // BACKGROUND & EXPERIENCE
18
VISIT CARMEL-BY-THE-SEA
Campaign: Carmel-by-the….
CREATIVE PRODUCTION
Watch the Visit Carmel video:
https://vimeo.com/662808984
B // BACKGROUND & EXPERIENCE
19
STAGE V:
PAID MEDIA
The media department at 62ABOVE has launched countless campaigns across traditional and digital
media, including television, print, digital advertising, paid social, native, SEM, and out-of-home.
Today’s travelers are consuming and engaging with media platforms in various ways. Employing a
multi-platform strategy ensures we are hitting our intended target throughout the entirety of their
journey from awareness to action. Working hand in hand with the creative team to align imagery with
a highly targeted media strategy, we will layer in seasonal considerations that take into account
campaign continuity, programming heavy ups, and seasonal needs.
For La Quinta, driving visitation to the city will be key, along with engaging the local community, using
a mix of media tactics. Audience segmentation of visitors and locals will allow for special targeting
and creative opportunities. Acknowledging the social media nature of each audience can further
optimize the targeting and creative to maximize results.
MEDIA PLANNING & BUYING
PRINT
DIGITAL
TV
B // BACKGROUND & EXPERIENCE
20
Our process is grounded in strategy and planning, understanding your specific challenges,
objectives and past media activity. We’ll assess your target market and audiences through
research and analysis (industry, demographic, geographic, psychographic, media usage,
etc.) to create a media approach designed to impact and drive results specifically designed
for La Quinta.
Media Planning Steps
Profile the media target(s)
Develop a strategic approach for intercepting the target audience(s), including
an overall channel mix
Investigate relevant and Client requested media tactics
Produce a detailed media plan with specific tactical recommendations, including
flighting strategy, coverage strategy and investment levels
Develop a measurement plan including suggested tracking and KPIs
Reporting & Analytics
We continuously evaluate and optimize the media buys to increase ad performance and
drive website traffic and overall visitation.
Monthly reports showcase the following:
Monthly performance summary and media mix
Channel performance
YoY KPIs
Funnel stage trending
Creative performance
Overall recommendations
MEDIA PLANNING & BUYING
B // BACKGROUND & EXPERIENCE
21
PUBLIC RELATIONS
STAGE VI:
PUBLIC RELATIONS
Our PR team brings strong expertise in the destinations and hospitality sector. Ensuring a plan for
success, our team works collaboratively with you, beginning with foundational planning by leveraging
findings from the research & strategy phase in Stage I to gain a deeper understanding of the PR plan,
media outreach, influencer marketing, and social media channel opportunities. Our team dives deep
into a PR audit, identifies the target audiences, sets key objectives, develops the messaging, creates a
PR plan, and more.
From there, we may recommend the creation of:
PR Strategy & Plan
Press Kit Materials
Creative and Timely Media Pitch Angles
Talking Points for Executive Interviews
Media Visits and FAM Tours
Development of Targeted National, Regional and Local Media Lists
Blog & Newsletter Stories
EXAMPLE PR - BAJA CALIFORNIA
B // BACKGROUND & EXPERIENCE
Public Relations Services
With nearly three decades of experience in public relations, the team at 62ABOVE is comprised of a
diverse and talented group of experts who have contributed to many high-profile campaigns for a
variety of brands and destination clients. We have spent our careers creating meaningful brand
connections with all types of visitors – from luxury travelers to value-conscious visitors. In every
instance, our team has found differentiating ways to talk about each opportunity, communicating the
attributes of a destination along with its truly unique brand personality and experiences that only that
location can offer.
From story messaging to signature events to the creation of meaningful guest experiences, we set the
foundation for successful communications programs. Our team ensures that our effective and
attention-grabbing pitches and story placements reach the right audiences, in the right channels, at the
right times.
At 62ABOVE, we believe that all great work is rooted in sound brand strategy. Out of those strategic
brand insights comes smart messaging and pitches tied specifically to the location and its customer
truths. From there, tactical executions flow into a detailed plan that clearly communicates
opportunities, objectives and measurable outcomes. All with a creative flair, of course!
22
PUBLIC RELATIONS
B // BACKGROUND & EXPERIENCE
ACCOUNT MANAGEMENT
23
We begin each assignment with a Scope of Work document that details deliverables, timeline and
costs. We don’t leave you wondering what we’re working on. La Quinta will have an Account
Management lead — Jeff Burghardt, and a Design lead — Nicole Doré, who will be responsible for
work happening on time and on budget.
Your main point of contact will be driving the business forward, creating efficiencies, and planning
for the steps ahead. They will be working with each department, ensuring cohesive integration
among all the pieces of the puzzle. They will be your voice throughout the process, ensuring that
your point of view is reflected in all the work produced.
We will set up weekly or bi-weekly meetings (depending on the level of work required during that
period and your availability). We are communicators, so you will be hearing from us regularly in
whatever format you prefer — email, text, Slack, phone, or carrier pigeon.
Quality Control
To ensure the highest standards in all our deliverables, and to efficiently manage time and
resources for Client and Agency teams, we employ the following measures:
We confirm all project specifications with you prior to beginning a project
Our routing system takes each project through a system of checks and balances, including a
round dedicated to proofreading
Time, budgets and all deliverables are tracked in real time via our project management team
and software
Creative / Media / Strategic Briefs are approved by you before work commences
B // BACKGROUND & EXPERIENCE
CASE STUDIES
24
B // BACKGROUND & EXPERIENCE
25
OPPORTUNITY
With a rich, 100+ year history, and over 90% of the island being an undeveloped nature preserve, Santa
Catalina Island is one of the most unique destinations in California, yet the island’s hotel and rental
occupancy had huge potential for growth.
CHALLENGE
Primarily only accessible by ferry and helicopter, many potential visitors did not understand the many
unique offerings when visiting Catalina, including eclectic hotels, up-beat day clubs, one-of-a-kind
vacation rentals and back-county Bison-watching tours. Catalina Island’s offering is as diverse as the
island’s topography. In addition, the DMO was referred to as the Catalina Island Chamber of Commerce
and Visitors Bureau, a name cumbersome to potential guests that did not reflect the true mission of the
organization.
SOLUTION
After an extensive research study, 62ABOVE first renamed and rebranded the organization. The Catalina
Island Chamber of Commerce and Visitors Bureau became two simple (and emotive) words – Love
Catalina. (The agency also procured an amazing URL – lovecatalina.com). The new logo is an homage to
the history of Catalina combining architectural fonts and the shape of a burgee (pronounced bur-gee),
the flags that adorn many of the ships in Catalina harbor.
Next, 62ABOVE created a dynamic marketing campaign with the tagline “Roam Wild.” This campaign
launched with a comprehensive media plan including digital, OTV, SEM and full PR integration.
RESULTS
Even during a tenuous time, as the country emerged from COVID-19 lockdowns, our full channel push
proved a spectacular success. In just a few months, combined paid media efforts on Facebook,
Instagram, and Google generated over 40,000 clicks. The ROAM WILD contest promoted on-air at 95.5
KLOS drove over 6,000 entries and ad units placed with Kargo, a premiere mobile ad optimization
platform, are performing near benchmark at 0.79% CTR. Our PR team coordinated targeted national and
CATALINA ISLAND CHAMBER OF COMMERCE
& VISITORS BUREAU
B // BACKGROUND & EXPERIENCE // CASE STUDIES
26
LOGO AND BRANDING
2022 VISITOR’S GUIDE
CATALINA ISLAND CHAMBER OF COMMERCE
& VISITORS BUREAU
B // BACKGROUND & EXPERIENCE // CASE STUDIES
27
FACEBOOK CAROUSEL ADS
DIGITAL BANNER ADS
CATALINA ISLAND CHAMBER OF COMMERCE
& VISITORS BUREAU
B // BACKGROUND & EXPERIENCE // CASE STUDIES
28
PROMOTIONS
INSTAGRAM NEWSFEED
CATALINA ISLAND CHAMBER OF COMMERCE
& VISITORS BUREAU
B // BACKGROUND & EXPERIENCE // CASE STUDIES
29
CATALINA ISLAND CHAMBER OF COMMERCE
& VISITORS BUREAU
LOVE CATALINA
Campaign: Roam Wild
Watch the Love Catalina video:
https://vimeo.com/588176204
B // BACKGROUND & EXPERIENCE // CASE STUDIES
30
MONTEREY COUNTY
CHALLENGE
Monterey County Convention & Visitors Bureau was coming back from the depths of pandemic-related
challenges as travel restrictions began to recede and visitors were thinking of planning their next trips
again. The travel hiatus had been extremely difficult for the entire travel industry and competition for
travelers was fiercer than ever. Careful to mind continuing safety protocols, MCCVB wanted to influence
travelers’ dreams of visiting Monterey County as soon as possible. It was time to act boldly after so
many months of uncertainty.
SOLUTION
Building on MCCVB’s current tagline “Grab Life by the Moments”, we created a comeback marketing
campaign entitled “Now is the Moment” meant to encourage travel to the destination right away. The
campaign features people bored at home and dreaming of traveling to beautiful, iconic destinations in
Monterey County like Big Sur, Pebble Beach, Cannery Row, Carmel-by-the-Sea and more. Unique
camera tricks were utilized – some for the first time – to illustrate people who are suddenly transported
from their homes to the destination of their dreams. The campaign strategy was designed to
incorporate all facets of the MCCVB arsenal, and we worked collaboratively with the media agency and
PR agency to ensure ideas could work across all marketing channels.
RESULTS
In addition to welcoming back scores of visitors from typical drive markets, new audiences were
tapped. With a targeted mix of 30-second national TV spots, digital banners, social, and print, the
campaign achieved a 56% increase in new users visiting the MCCVB website with an average Time on
Site of 1:31. The campaign also achieved extremely high social engagement in fly markets like Houston
and Dallas -- a first for MCCVB. Additionally, the average click-through rate was nearly double industry
CONVENTION
& VISITORS BUREAU
B // BACKGROUND & EXPERIENCE // CASE STUDIES
31
PHOTOGRAPHY
MONTEREY COUNTY CONVENTION
& VISITORS BUREAU
B // BACKGROUND & EXPERIENCE // CASE STUDIES
32
SF CHRONICLE
NEWSPAPER AD
to get the gang
back together
SeeMonterey.com/Now
Your sense of adventure has been dormant too long. It’s time
to reconnect and recharge. With amazing historic experiences
and stunning backdrops, Monterey County welcomes you. So
roll down the windows, buckle up, and hit the road for your next
adventure in Monterey County.
Travel Responsibly.
MONTEREY COUNTY CONVENTION
& VISITORS BUREAU
VCA ROADTRIPS
The moment has arrived to safely and responsibly
rediscover this beautiful, awe-inspiring place we
call home. Stay safe, follow guidelines and support
our local businesses.
Learn more at SeeMonterey.com/Locals
to get out responsibly.
HALF-PAGE NEWSPAPER
B // BACKGROUND & EXPERIENCE // CASE STUDIES
33
PINTEREST CAROUSEL
MONTEREY COUNTY CONVENTION
& VISITORS BUREAU
DIGITAL BANNERS
B // BACKGROUND & EXPERIENCE // CASE STUDIES
34
SOCIAL MEDIA
MONTEREY MEETINGS
PRINT
B // BACKGROUND & EXPERIENCE // CASE STUDIES
35
TRADESHOW COLLATERAL
MONTEREY MEETINGS
TRADESHOW BOOTH
B // BACKGROUND & EXPERIENCE // CASE STUDIES
36
SEE MONTEREY
Campaign: Now is the Moment // Photography, Video Production
Watch the spot here:
https://vimeo.com/547718845
MONTEREY COUNTY CONVENTION
& VISITORS BUREAU
B // BACKGROUND & EXPERIENCE // CASE STUDIES
37
MONTEREY MEETINGS
CAMPAIGN: ALL INSPIRED
Watch the video here:
https://vimeo.com/594618842
MONTEREY COUNTY CONVENTION
& VISITORS BUREAU
B // BACKGROUND & EXPERIENCE // CASE STUDIES
38
RANCHO MIRAGE TOURISM
LOGO AND BRANDING
COLOR PALETTE AND INSPIRATION
B // BACKGROUND & EXPERIENCE // CASE STUDIES
39
RANCHO MIRAGE TOURISM
Imagine a place
w h e r e t h e r e a r e m o r e u p s
than downs.
Can you imagine?
VisitRanchoMirage.com
that writes its own story.
Imagine a place
Can you imagine?
VisitRanchoMirage.com/WritersFestival
B // BACKGROUND & EXPERIENCE // CASE STUDIES
CLIENT REFERENCES
40
MONTEREY COUNTY CONVENTION & VISITORS BUREAU
Contact: Lindsey Guinn
Current: Director of Marketing Communications
Phone: (831) 657-6407
Email: lindsey@seemonterey.com
Description: Full-service Agency of Record
Start Date: April 2020
Staff: Greg Carson, Amy Gelendar, Andrew Kougl, and Pierce Cooley
VISIT CARMEL-BY-THE-SEA
Contact: Amy Herzog
Current: Executive Director
Phone: (831) 238-1849
Email: amy.herzog@carmelcalifornia.com
Description: Full-service Agency of Record
Start Date: January 2008
Staff: Jeff Burghardt, Greg Carson, Nicole Doré, and Pierce Cooley
RANCHO MIRAGE TOURISM
Contact: Gabe Codding
Current: Director of Marketing
Phone: (760) 324-4511 ext. 212
Email: gabec@ranchomirageca.gov
Description: Rebranded Rancho Mirage and developed their 4-year marketing plan. Currently in
pre-production on a full-scale branding video and still production to produce new assets.
Start Date: November 2019
Staff: Greg Carson, Amy Gelendar, and Pierce Cooley
EXAMPLE WORK - VISIT CARMEL PRINT AD
C // CLIENT REFERENCES
DISCLOSURES & GUARANTEE OF WORK PRODUCT
Disclosures
We have nothing to disclose. There are no pending litigations or conditions against 62ABOVE, nor
has the firm been barred, suspended or declared ineligible to contract with any governmental
agency. We have no conflicts of interest that would preclude us from providing services to La
Quinta with integrity.
Guarantee of Work Product
With years of successful client relationships and award-winning work, we will exceed your
expectation and over-deliver on the work products we produce for La Quinta. In case of
unforeseen product issues, we carry errors & omissions insurance to guarantee our work product.
41
D // DISCLOSURES E // GUARANTEE
SUBCONTRACTING
42
62ABOVE's production success lies in relationships. While finalizing the creative for an asset
collection shoot, we begin to identify which of those relationships is best suited to execute the
project. Below, please find a selection of our top vendors with links to their excellent work.
VIDEO
STEBS!
Director / Production Company
Stebs brings a true vision to projects with his tremendous range. He can capture the most epic vistas and
bring to life intimate moments, making him a go-to for destination marketing. We have most recently
worked with Stebs on a national TV campaign for See Monterey.
See: http://stebs.co/
Enjet Media
Co-Directors / Production Company
Co-directors Matt and Tiff (an amazing husband and wife team) bring a sense of sophistication and style
to their video work. Pairing that with an excellent eye for framing beautiful locations, the duo can bring a
unique aesthetic to an industry that usually features an often one-note style of production. We have
worked with Enjet in many capacities, including for Coronado, San Diego Tourism, and Tahiti.
See: https://enjetmedia.com/
POST PRODUCTION
TRAPEZE
https://www.trapezeltd.com/
With a rock-solid team behind their editors, Trapeze has the safest hands in which you can put the
invaluable footage that comes out of a shoot. Creative, sensible, and reliable, they have proven to be
excellent partners in dozens of projects for our team.
Orphan Edit
https://www.orphanedit.com/
Orphan Edit (out of LA), brings a sparkle to their work. LA flash, with a relatable, and affordable appeal,
they truly know how to take a project to a completely elevated level.
F // SUBCONTRACTING
SUBCONTRACTING
43
PHOTOGRAPHY
Dana Neibert
http://www.dananeibert.com/main/photographs-life.php#start
Dana has proven to be a wildly talented new partner for our agency. Working with clients ranging from
large auto manufacturers, hospitality brands, and many more — Dana is proving to be a go-to (and
highly sought after) photographer in the destination marketing space.
Myles McGuiness
https://9mphoto.com/
Myles is synonymous with lifestyle and destination photography in California. His client list includes Visit
California, See Monterey, San Diego Tourism, Tahiti, and Visit Napa Valley. Our team has over seven years
of trusted collaboration with him
PRINTING, MAILING & CUSTOM PROJECTS
Numerous printers, mail houses and manufacturers in California and across the U.S.
We select printers, mail houses and custom manufactures to accomplish a wide range of products such
as brochures, posters, mailers, and promotional items.
F // SUBCONTRACTING
INSURANCE
62ABOVE is in possession of the necessary insurance coverages as outlined in the RFP.
44
G // INSURANCE STATEMENT
ANNUAL WORK PLAN #1
45
We take the role of stewards of your budget very seriously and treat your money like it’s our own. Below is a
brief estimation of how we might allocate resources to achieve our annual marketing goals and provide
ongoing account services. A more detailed media plan will be prepared to identify all tactics with monthly
costs as a next step.
H // WORKS PLANS & BUDGETS
TARGETED DIGITAL MEDIA $200,000
• Google, Facebook, Instagram, YouTube, Expedia, and LinkedIn
[ Mix of Prospecting, Remarketing, SEM, Geofencing and Lead Generation ]
TRADITIONAL MEDIA $255,000
• Southern California Broadcast/Connected TV $140,000
• Local Print, Billboards & Radio $100,000
• Greater Palm Springs Co-Ops $15,000
AGENCY PROJECTS & PRODUCTIONS $265,000
• High-Quality Brand Photography & Video $150,000*
• Annual Brand Campaign Creation (TV, video, display, direct, etc.) $75,000
• Slow/Summer Season Campaign Creation (TV, video, display, direct, etc.) $25,000
• Economic Development Campaign Creation (Video, display, collateral, etc.) $15,000
AGENCY MONTHLY SERVICES $180,000
• Monthly Account Management $48,000 ($4,000/mo)
• Monthly Public Relations $84,000 ($7,000/mo)
• Monthly Web & Enewsletter $30,000 ($2,500/mo)
• Monthly Media & KPI Reporting $18,000 ($1,500/mo)
TOTAL ANNUAL BUDGET $900,000
*Investing in brand photography and video assets is done in year one. The production budget is reduced in
year two to increase media and/or other opportunities.
ANNUAL WORK PLAN #2
46
TARGETED DIGITAL MEDIA $200,000
• Google, Facebook, Instagram, YouTube, Expedia, and LinkedIn
[ Mix of Prospecting, Remarketing, SEM, Geofencing and Lead Generation ]
TRADITIONAL MEDIA $240,000
• Southern California Broadcast/Connected TV $125,000
• Local Print, Billboards & Radio $100,000
• Greater Palm Springs Co-Ops $15,000
AGENCY PROJECTS & PRODUCTIONS $214,000
• High-Quality Brand Photography & Video $130,000*
• Annual Brand Campaign Creation (TV, video, display, direct, etc.) $55,000
• Slow/Summer Season Campaign Creation (TV, video, display, etc.) $20,000
• Economic Development Campaign Creation (Display, collateral, etc.) $9,000
AGENCY MONTHLY SERVICES $96,000
• Monthly Account Management $48,000 ($4,000/mo)
• Monthly Web & Enewsletter $30,000 ($2,500/mo)
• Monthly Media & KPI Reporting $18,000 ($1,500/mo)
TOTAL ANNUAL BUDGET $750,000
*Investing in brand photography and video assets is done in year one. The production budget is reduced in
year two to increase media and/or other opportunities.
H // WORKS PLANS & BUDGETS
ANNUAL WORK PLAN #3
47
TARGETED DIGITAL MEDIA $150,000
• Google, Facebook, Instagram, YouTube, Expedia, and LinkedIn
[ Mix of Prospecting, Remarketing, SEM, Geofencing and Lead Generation ]
TRADITIONAL MEDIA $170,000
• Southern California Broadcast/Connected TV $80,000
• Local Print, Billboards & Radio $90,000
AGENCY PROJECTS & PRODUCTIONS $140,000
• High-Quality Brand Photography & Video $100,000*
• Annual Brand Campaign Creation (TV, video, display, direct, etc.) $30,000
• Slow/Summer Season Campaign Creation (TV, video, display, etc.) $10,000
AGENCY MONTHLY SERVICES $90,000
• Monthly Account Management $48,000 ($4,000/mo)
• Monthly Web & Enewsletter $30,000 ($2,500/mo)
• Monthly Media & KPI Reporting $12,000 ($1,000/mo)
TOTAL ANNUAL BUDGET $550,000
*Investing in brand photography and video assets is done in year one. The production budget is reduced in
year two to increase media and/or other opportunities.
H // WORKS PLANS & BUDGETS
THANK YOU