62Above1
CITY OF
LA QUINTA TOURISM
PROPOSAL FOR MARKETING, BRANDING, CAMPAIGN
DEVELOPMENT & DIGITAL MARKETING SERVICES
FEBRUARY 24, 2025
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LA QUINTA & 62ABOVE // CONTENTS
COVER LETTER
AGENCY OVERVIEW
TEAM
REFERENCES
MEDIA
GRAPHIC DESIGN
BRAND ENHANCEMENT
ECONOMIC DEVELOPMENT
PUBLIC RELATIONS
DIGITAL SERVICES
PHOTOGRAPHY SERVICES
VIDEO SERVICES
WEBSITE MANAGEMENT
ACTIVATIONS
ANNUAL GUIDE
BILLING & FINANCIAL
CASE STUDIES
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TABLE OF CONTENTS
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DEAR MARCIE AND TEAM:
Jon Bailey
Founder / Chief Relationships Officer
You know we’ve wanted to work with you for a very long time. Maybe this is
our chance? Since we last connected, there are even more reasons why
62ABOVE is the ideal partner to help La Quinta’s Tourism Programs soar to
greater heights.
At 62ABOVE, our mantra is Rise Above. We believe our clients deserve the
very best, and that’s what we expect from ourselves. It’s what drives us and
fuels our next-level thinking, effective creative, and innovative media
approach. Rise Above means our integrated team of experts will elevate
La Quinta tourism and economic development beyond your expectations.
Rise Above means becoming an extension of your in-house teams and
understanding the intricacies of La Quinta’s visitors, businesses and residents.
It means we eat, drink, live and breathe your brand. It means knowing leisure
travelers to travel planners, luxury vacationers, young couples to large families
seeking a relaxing desert escape. It means loving La Quintas legendary
resorts, culture, cuisine and entertainment. It also means treating your budget
with respect and finding creative ways to make your dollars go further.
Rise Above means new ideas for enhancing the visitor experience,
new strategic insights and new ways to express and experience the area.
We bring a fresh perspective as a partner with minds that offer something
new and—dare we say—better.
On the following pages, we’ll show you how we think bigger, serve better
and solve more. We’d love to partner with you and further shape
La Quinta as a must-visit destination by mixing ingredients to create
deep, personal connections with your visitors, employees, stakeholders,
and business partners. We’ll work with you to set La Quinta apart and
gain market share in a responsible and sustainable way.
We are confident you'll see that 62ABOVE really does Rise Above.
With sincere gratitude,
LA QUINTA & 62ABOVE // SECTION A
A2. PRIMARY CONTACT:
Jon Bailey
Founder / Chief Relationships Officer
401 West A Street, Suite 200
San Diego, CA 92101
619.865.3382 (Jon Mobile)
Jonb@62above.com
A3. OFFICE LOCATION
62ABOVE’s office is located in San Diego, CA and there are no other offices.
A4. ALL SERVICES WOULD BE PROVIDED FROM
THIS OFFICIAL LOCATION
A5. VALIDITY STATEMENT
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LA QUINTA & 62ABOVE // SECTION A - OVERVIEW INFORMATION
All information and pricing provided in this proposals valid for 90 days from the submission date of February 24, 2025.
62ABOVE has been in business for 25 years, albeit under different names. Founded by Indra Gardiner Bowers and Jon
Bailey in 1995 and rebranded in 2020 when Greg Carson joined as President, 62ABOVE has 26 full-time team members
and a carefully selected group of trusted subcontractors. In 2024, we merged with Associated Luxury Hotels International
(ALHI), which gives us an even deeper expertise in the destinations and hospitality industry, greater international clout
and a network for global resources at our fingertips.
62ABOVE is a California Limited Liability Corporation (2024), and ALHI is a Texas? _________ Corporation.
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.
B1. YEARS IN BUSINESS:
62ABOVE has been in business for 25 years, albeit under different names. Founded by Indra Gardiner Bowers
and Jon Bailey in 1995 and rebranded in 2020 when Greg Carson joined as President, 62ABOVE has 26 full-time
team members and a carefully selected group of trusted subcontractors.
B2. TAXPAYER ID:
90-0793863
B3. ACCOUNT TEAM:
Please see following pages for details on project managers and key personnel.
B4. AGENCY OWNERSHIP:
In 2024, we merged with Associated Luxury Hotels International (ALHI), which gives us an even deeper
expertise in the destinations and hospitality industry, greater international clout and a network for global
resources at our fingertips.
62ABOVE is a California Limited Liability Corporation (2024), and ALHI is a Delaware-based LLC.
B5. PARENT COMPANY:
Associated Luxury Hotels International (ALHI)
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.
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LA QUINTA & 62ABOVE // SECTION B - AGENCY BACKGROUND
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The 62ABOVE gang is a high-spirited collection of curious and creative minds. Most of us are
lucky enough to live in Southern California. For those who aren’t, we make it a priority to visit
frequently—and not just to soak up the sunshine. We really, truly like spending time together.
GREG CARSON, President / Chief Operations Officer
FOR LA QUINTA: Overall Management Lead
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 tourism and attractions industry, including his work for the San Diego
Tourism Authority, NFL, The Walt Disney Company, Visit California, Tahiti Tourism and more.
CASSIE STARK, Account Supervisor
FOR LA QUINTA: Daily Account Manager
Cassie brings 10+ years of experience in the marketing and events industry, with expertise in
multifaceted account management, strategy and relationship development. She has worked with
brands including Netflix, Walt Disney Pictures, Food Network, Hulu and Sony Pictures. In her role as
Account Supervisor at 62ABOVE she works on Visit Carlsbad, Temecula Valley Winegrowers
Association, Love Catalina and more.
JENN BOLLMAN, Vice President, Media
FOR LA QUINTA: Primary Media Lead
Jenn brings over 25 years of media and comms planning experience at top creative agencies, resulting in a
highly integrated approach to media. A self- described “media nerd,” she loves deep-diving into the data
that leads to the most strategically sound and effective plans. Jenn has worked with a variety of clients,
including Microsoft, American Airlines, Hotels.com, Harrah’s Cherokee, Visit Carlsbad, Visit Coronado and
See Monterey County. International experience includes: Canada, Mexico, UK/Ireland, France, Germany,
Australia/New Zealand, China as well as several others.
AMY GELENDER, Vice President, Account Services
FOR LA QUINTA: Primary Account Lead
Amy’s experience includes over a decade in NYC, where she worked with major marketers including
global Procter & Gamble, AT&T Wireless, Priceline.com, Godiva and Pfizer. Since moving to San Diego, she
has led brand development and campaigns for See Monterey County, Rancho Mirage Tourism, Visit
Carlsbad, Visit Anaheim, Pebble Beach, Visit West Hollywood, Qualcomm, Callaway Golf and many more.
Outside the agency, Amy also sits on the Board of Directors of CalTravel.
JON BAILEY, Founder / Chief Relationships Officer
FOR LA QUINTA: Primary Relationship Lead
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 for clients from the US, Mexico, Canada and beyond. In addition to his agency
career, Jon is a prolific travel writer at outlets such as MSN, Travel & Leisure, The Points Guy, CNN and more.
PRIMARY TEAM
LA QUINTA & 62ABOVE // SECTION B - AGENCY BACKGROUND
BRAD FICEK, Director of Digital Activation
FOR LA QUINTA: Daily Media Manager
Brad is a self-proclaimed math junkie and he doesn't care who knows it. He has melded his statistics/
analytics background with strategic media planning for almost 20 years, driving results for clients such
as Hotels.com, Vail Resorts (including international media), Umpqua Bank and multiple state lotteries.
ERIK DARGITZ, Creative Director
FOR LA QUINTA: Primary Creative Lead
Erik loves a good story—and he brings that passion to the brands he works on. He has a background
in copywriting and has worked in advertising agencies in both San Diego and Seattle. Some of the
clients he’s helped include the Temecula Valley Winegrowers Association, Visit Carlsbad, San Diego
Tourism Authority, Disney Meetings & Events, Love Catalina, the Los Angeles Clippers and Netflix.
AUSTIN ANDERSON, Director of Strategy
FOR LA QUINTA: Primary Strategy Lead
Austin can’t seem to stop asking questions. For the past decade, his childlike curiosity has been
the underpinning of his Cannes Award winning strategy work. His obsession with data is matched
by his joy or conversation, uncovering the insights behind human behavior. In his career, he wrote
the rulebook for Allstate’s “Mayhem,” developed UnitedHealthcare’s brand architecture, and
modernized Claritin’s campaign ecosystem.
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PIERCE COOLEY, Executive Producer
FOR LA QUINTA: Primary Production Lead
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.
He’s worked with See Monterey, San Diego Tourism Authority, Visit California, California
Restaurant Month and Animal Planet.
KRISTEN SUGIHARA, Associate Creative Director
FOR LA QUINTA: Daily Creative Manager
Kristen is an award-winning art director with Hawaii roots. She combines her aloha spirit and passion for
visual storytelling to craft thoughtful, unique solutions. Kristen has worked at several San Diego agencies
and has gained valuable experience in a variety of brands and categories, notably Discover Coronado,
See Monterey, Visit Anaheim, Town & Country Resort, Adidas, Petco and more.
SUBCONTRACTORS
AMANDA MOLINARO, Executive Producer
Amanda specializes in brand strategy and user experience, with
a legacy of success in tourism and hospitality. She ensures every
project is driven by purpose, clarity, and long-term impact,
aligning goals to engage audiences and foster brand affinity.
LAST.WAAV
Web Services
San Diego-based web design and
programming to support specific
needs for La Quinta’s web assets,
BENDANI PUBLISHING
Visitors Guide
Coachella Valley-based publishing
experts to assist our efforts in creating
and producing the Annual Visitors Guide.
MARU PALMERSHEIM Designer
With over 25 years of publication design in Coachella Valley, Maru has
designed a variety of publications with an emphasis on visitor guides
and life-style titles during her tenure at Desert Publications, Desert
Sun Media Group, Bennion Deville Homes and doing freelance work.
KYLE VICIOSO, Executive Producer
Kyle leads digital innovation by seamlessly blending creative vision
with intuitive, accessible experiences. With 20 years of production
expertise, he merges strategy and technology to drive engagement,
elevate digital storytelling, and maximize conversions.
ALEX HERRON, Director of PR & Social Media
FOR LA QUINTA: Primary PR Lead
It’s safe to say Alex has the travel bug and he’s lived all over the world to prove it. Born and raised in
the UK, he lived in China for several years before settling in California to continue his career in travel
and tourism marketing. Alex’s career spans both sides of the equation, working on both agency and
client side. Before joining 62ABOVE, he was Marketing Director at SLS Hotels after several years as
Director of Communications at Discover Los Angeles. Alex oversees PR efforts for Love Catalina, Go
Lake Havasu, Forever Balboa Park, Discover Coronado and more.
CAMI BLACK, Public Relations Manager
FOR LA QUINTA: Daily PR Manager
Cami’s work is driven by a passion for creative communication and exploration. She is focused on
highlighting the unique charm of destinations and properties through modern PR strategies. With
agency experience managing culinary, hospitality, and luxury retail clients, along with in-house
nonprofit communications, Cami brings a well-rounded perspective to her work.
LA QUINTA & 62ABOVE // SECTION B - AGENCY BACKGROUND
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CAROUSEL POST
EXAMPLE PRESENTATION // SECTION TITLE
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discovercoronado Take a stroll
around our colorful streets and
live life to the best!
discovercoronado
RANCHO MIRAGE TOURISM
GABE CODDING
Director of Marketing
69-825 Highway 111
Rancho Mirage, CA 92270
(760) 324-4511 Ext. 212
gabec@ranchomirageca.gov
Services: Branding, Strategic Marketing Planning, Campaign
Development, Production, Media Strategy/Planning/Buying,
Research & Analytics
Start/End Date: October 2020 - June 2023
Staff: Greg Carson, Jon Bailey, Amy Gelender, Pierce Cooley, Erik
Dargitz, Kristen Sugihara, Christian Capuchino
Final Outcome: Projects Completed With Success
Case Study: Please view work samples in Addendum
VISIT CARLSBAD
KIM SIDORIAK, CEO
CEO
3088 State Street
Carlsbad, CA 92008
(310) 433-6289
Kim@VisitCarlsbad.com
Services: Branding, Strategic Marketing Planning, Campaign
Development, Production, Media Strategy/Planning/Buying,
Research & Analytics
Start/End Date: November 2021 - Ongoing
Staff: Greg Carson, Jon Bailey, Amy Gelender, Cassie Stark, Jenn
Bollman, Brad Ficek, Pierce Cooley, Erik Dargitz, Kristen Sugihara
Final Outcome: Ongoing
Case Study: Please view work samples in Addendum
DISCOVER CORONADO
TODD LITTLE
Executive Director
PO Box 180245
Coronado, CA. 92118
(619) 319-5174
Todd@DiscoverCoronado.com
Services: Strategic Marketing Planning, Campaign Development,
Production, Media Strategy/Planning/Buying, Research & Analytics.
Public Relations, Influencer Management
Start/End Date: July 2022 - Ongoing
Staff: Greg Carson, Cassie Stark, Nate Leach, Pierce Cooley, Erik
Dargitz, Christian Capuchino, Alex Herron
Final Outcome: Ongoing
Case Study: Please view work samples in Addendum
LA QUINTA & 62ABOVE // SECTION C - REFERENCES
SECTION D:
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.
SECTION E:
We guarantee our work product, and have sufficient Errors and Omissions Insurance in place to warranty
against conflicts should they arise.
SECTION F:
Portions of our proposed work project would be assisted by subcontractos, specifically in the areas of web
programming and Annual Guide production. These subcontractors are detailed in the following pages.
SECTION G:
62ABOVE is in possession of the necessary insurance coverages and will provide indemnifications as
outlined in the RFP.
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LA QUINTA & 62ABOVE // SECTIONS D, E, F & G - AGENCY BACKGROUND
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A BIT MORE ABOUT US…
62ABOVE is a highly awarded creative agency with a specialty in tourism marketing
for destinations, attractions and government organizations. Extraordinary talent and
decades of experience have joined forces at 62ABOVE to bring clients a higher level
of marketing prowess, supporting not only tourism organizations, but resorts,
restaurants, not-for-profit organizations, arts and culture, technology and more.
Below is a representative sampling of our experience in these categories, representing
both present and past client experiences.
OUR SERVICES
●Brand Strategy
●Marketing Strategy
●Creative Campaign Development
●Media Planning, Placement & Management
●Research & Analytics
●Public Relations
●Social Media & Influencer Marketing
●Video & Film Production
●Creative Studio Production
●Web/Digital Development & Management
LA QUINTA & 62ABOVE // AGENCY BACKGROUND
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RISE ABOVE
QUESTION EVERYTHING: Preconceived notions are insight killers.
We approach each project with a combination of skepticism and
childlike curiosity to uncover deeper truths about your brand.
KNOWLEDGE IS POWER: Deep understanding of your business is
required to reach your goals. We research, analyze and nerd out on
data to understand how to move your business forward.
UNIFY TO AMPLIFY: Creating business-moving marketing is a team
sport. We engage our cross-discipline experts at key points in our
process to create integrated ideas that punch above their weight.
IMPACT > EYEBALLS: Impressions alone are pointless. Our
campaigns and media plans are designed to tap into your target
audience’s interest and passions, so they won’t just hear us. They’ll
actually listen.
CREATIVE RULES: Creative quality is the #1 driver of marketing
effectiveness and ROI*. The most original and engaging campaign
ideas are the ones that get results.
EYES ON THE PRIZE: Growing your business is the only KPI that truly
matters. We relentlessly focus on exceeding your business goals and
measuring success—not just clicks and likes.
*Source: World Advertising Research Center (WARC); Nielsen-Catalina 2023
Hey, the Jedi have their code. Fight Club has its rules.
We have our Guiding Principles. This is our own secret
sauce for outsmarting the competition and pushing
brands and business results to new heights.
OUR GUIDING PRINCIPLES
LA QUINTA & 62ABOVE // AGENCY BACKGROUND
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SCOPE OF WORK
III.
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LA QUINTA & 62ABOVE // SCOPE OF WORK
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DESTINATION AUDIT
STRATEGIC RESEARCH
BRAND POSITIONING
IDENTITY & CAMPAIGN
COMMS PLANNING
Our Foundational Phase
What do we already know? What do we
need to know? How should we get it?
Our Learning Phase
What insights can we uncover that will
lead to marketing gold?
Our Analysis Phase
What does all this research tell us?
What should this brand stand for?
Our Creative Phase
How should this brand come to life to
best share your story with the world?
Our Integrated Roadmap
How will creative and media work together
at each stage of the consumer journey?
INITIAL POINT OF
VIEW ON LA QUINTA
TOURISM
Once we are officially named your agency
partner, we will do a deep dive into the data to
understand more about your destination,
visitors and potential growth. We will dig into
visitor profiles, behaviors, spending and trends
to determine how to encourage more where
needed, and mine new opportunities to grow
and prosper for all concerned, including hotels,
restaurants, services and potential new
businesses seeking to locate in La Quinta.
Here is a sampling of some of the research data
we would analyze in order to make strategic
recommendations.
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LA QUINTA & 62ABOVE // WORK PLAN
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MEDIA BUYING
IV.
LA QUINTA & 62ABOVE // MEDIA BUYING
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WHAT MATTERS TO YOU MATTERS TO US
That answer is obvious, and yet many media agencies are just
reporting on clicks, impressions, CPV, etc. While we still report on
the basic metrics, we differentiate ourselves by executing digital
media through our in-house DSP VIA62 which features real-time
optimization against attributed foot traffic.
In short, out with the old, and in with what matters to you. Our
technology paired with the robust data that Datafy provides
empowers our media efforts to actually drive the behavior
change that matters to you.
What is more important to you
and your stakeholders: clicks to
your website or dollars spent?
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LA QUINTA & 62ABOVE // MEDIA BUYING
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IMPACT >
EYEBALLS:
Anyone can buy impressions,
but this alone won’t create
an impact.
Our plans are designed to
emotionally engage with
your target audience so
they won’t just hear us.
They’ll actually listen.
UNQUANTIFIABLE ≠
UNIMPORTANT:
Factors like passion for
content and emotional
engagement are not
measurable but extremely
important.
These factors must be
considered to ensure impact.
PSYCHOGRAPHICS
MATTER MORE:
Consumers are more than
demographics.
We dig deep to identify
the passions and value
“red threads” that tie
disparate groups together
and drive action.
INTEGRATION IS
NON-NEGOTIABLE:
Media and creative are not
consumed in silos, so why
should they be created
this way?
The best overall advertising
results come when the two
are tightly integrated.
PEOPLE ARE
MEDIA:
People trust people, and this
trust generates action.
We work to drive peer-to-peer
conversation in all plans and
amplify existing evangelists.
KPIS SHOULD
BE MEANINGFUL:
Proxy metrics are
unreliable and difficult to
tie to business results.
We don’t like that.
We strive to ensure that
all media that can be
optimized should be
against business results,
not traditional metrics.
OUR MEDIA BELIEFS
We Believe…
LA QUINTA & 62ABOVE // MEDIA BUYING
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Using the consumer insights from
our research and inspiration from
our creative campaign, we’ll map
out a communications plan which
serves as our strategy roadmap -
the ways in which Visit Galveston
should interact with our target
audience by looking at various
phases in the consumer journey.
This is truly an integrated effort.
We assemble all our brainy subject
matter experts to hash it out
together, so we can be sure that the
strategy will be effective across all
channels and that our campaigns
will pack as big a punch as possible. EXAMPLE: HERE’S A SNEAK PEEK AT A COMMS PLAN FOR OUR CLIENT
VISIT CARLSBAD
COMMS PLANNING
LA QUINTA & 62ABOVE // MEDIA BUYING
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62ABOVE launched VIA62 in January 2024 to elevate client performance and to prove that
digital media was driving true behavior change. Since launch, it has completely
transformed how we discuss success for our clients.
INCREMENTALITY REPORTING
We evolved from last-touch attribution for all
media to evaluating conversion LIFT across all
data and inventory partners.
ATTRIBUTED FOOT TRAFFIC
Available only through VIA62, attributing actual real-
time destination foot traffic to paid media efforts
allowed us to hold our vendors and partners to an
additional true business KPI.
REAL-TIME DASHBOARDS
Trends can change very quickly, and that’s why
our DSP has built-in real-time dashboards for
consistent analysis. It also means that if you have
a stakeholder with an up-to-date need, we can
easily get that data to you immediately,
including foot traffic and conversion lift.
LA QUINTA & 62ABOVE // MEDIA BUYING
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MEDIA CASE STUDY
Driving Hotel Visitation Lift & Organic Web Traffic for DMO
SITUATION
With a budget over $1M for Visit
Carlsbad, we looked to drive
incremental foot traffic and website
visitation from a market that was
showing positive trends, proving the
efficacy of incremental media spend
in a specific market.
INSIGHTS
Bolstered with Datafy's rich visitation insights, we filtered
by a few factors to find our best target market. Phoenix
was the only market that had over 20% YoY growth from
FY23 to FY24 that also averaged a stay of at least three
nights; we found our target.
APPROACH
To “punch above our weight” we focused on large-format
engagements that would create lasting consideration. With
weather triggered billboards enticing consumers during the
stifling Phoenix heat and 30-second CTV spots in premium
placements, we aimed to keep Carlsbad top-of-mind.
LA QUINTA & 62ABOVE // MEDIA BUYING
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Direct traffic to
website up 44%+44%
After two months we’ve seen meaningful results
in Phoenix from many different vantage points:
RESULTS
Organic traffic to
website up 30%+30%
101% visit lift from those
exposed to CTV ads+101%
365 incremental visits to
Carlsbad hotels from those
exposed to CTV ads365
LA QUINTA & 62ABOVE // MEDIA BUYING
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GRAPHIC DESIGN
V.
LA QUINTA & 62ABOVE // GRAPHIC DESIGN
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Creativity is a team sport—and you’re part of that team. (We’ll share our secret
handshake later.) We all want to make something that blows minds and gets results,
right? To accomplish that, we mix together your history and intimate knowledge of the
market with our fresh perspectives.
It all starts with a stellar creative brief that’s rooted in your unique brand positioning.
We’ll present the brief to get your feedback and approval before we kick off creative
ideation. A strong creative brief functions as our compass to make sure we’re all
pointing toward the same finish line.
Then, it’s time for our team to work their creative magic. Throughout the ideation
process, we include experts from different disciplines, and we challenge ourselves to
explore how ideas can come to life across a mix of marketing channels. Our goal is to
create a campaign ecosystem which not only includes digital and traditional media,
but can also extend into social, PR, and influencer marketing in an organic way.
This process ensures that we always keep our eyes on the prize: current and
prospective visitors traveling to La Quinta and businesses wishing to locate there.
CREATIVE DEVELOPMENT & PRODUCTION FUNNEL
Integrated thinking yields
the best creative
LA QUINTA & 62ABOVE // GRAPHIC DESIGN
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PRODUCTION/CREATIVE
A great plan will only get you so far. You also need stunning visual
content that rises above the fray. Our in-house production team
prides themselves on being resourceful. We all roll up our sleeves so
we can achieve high production value at an approachable price
point. We often approach shoots as an asset collection opportunity
so that video and photography can be captured simultaneously and
used in many different ways. This requires careful preparation, but it
allows us to squeeze the maximum value out of every shoot and
produce a tremendous amount of content that moves people to
action. Your creative, production and account teams are involved in
every step of the pre-production process and attend every shoot.
EXECUTION IS
EVERYTHING.
GREAT CREATIVE ISN’T
ABOUT THE SIZE OF THE
BUDGET. IT’S ABOUT BEING
SMART WITH WHAT YA GOT.
Our in-house production studio handles the creation of all assets
required to satisfy our paid media buys, including digital display, print
and OOH mechanicals, social ads, emails, trade show booth graphics
and whatever else our integrated team dreams up. Economies-of-scale
is the name of the game. We slice. We dice. And we’re even getting
pretty good at julienning.
Throughout the process, our producers keep the ball moving forward
with extreme attention to detail. Your team will know exactly where
we are in the process every step of the way.
LA QUINTA & 62ABOVE // GRAPHIC DESIGN
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GRAPHIC/PRODUCTION DESIGN
We’ll have a dedicated creative team working with you in
order to build a strong visual understanding and relationship
to the brand over time. We begin every project with an
internal kickoff meeting consisting of the larger team (account
management, project management, creative, production, etc).
Any and all ideas are welcomed and we typically aim for three
to four initial creative concepts which can then be narrowed
down and refined until we have a winning idea. This process
includes multiple scheduled internal and client reviews along
the way. Once we have an approved concept we move into the
production phase where we create final assets such as videos,
digital and print ads, out-of-home executions, activations,
sales materials, online programs and more.
This part of the process also includes scheduled reviews, and
internal QA is constantly being monitored by multiple people.
COPYWRITING
Our President and Chief Operations Officer began his agency
career as a copywriter, and this expertise and insight rubs off on
our talented creative team on a daily basis. Our Creative Director
is also a copywriter, as is the gentleman whose job title is actually
“copywriter.” Different circumstances call for different forms of
copy, and tonality and language need to shift according to the
audiences we are addressing. The creative team reads the cues
and create compelling, informative and entertaining copy that
gets the intended message across clearly and concisely.
Our philosophy on copy tends towards brevity, where a few select
words can mean so much when combined in a clever way. Our
team will often provide you with multiple options based on the
brand voice and tone of your existing brand platform. Then it
becomes a matter of partnership between us and you, in
collaboration, deciding the best approach to tweak and fine-tune
for the task at hand.
CREATIVE SERVICES
LA QUINTA & 62ABOVE // WORK PLAN
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BRAND
ENHANCEMENT
VI.
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DESTINATION AUDIT
STRATEGIC RESEARCH
BRAND POSITIONING
IDENTITY & CAMPAIGN
COMMS PLANNING
Our Foundational Phase
What do we already know? What do we
need to know? How should we get it?
Our Learning Phase
What insights can we uncover that will
lead to marketing gold?
Our Analysis Phase
What does all this research tell us?
What should this brand stand for?
Our Creative Phase
How should this brand come to life to
best share your story with the world?
Our Integrated Roadmap
How will creative and media work together
at each stage of the consumer journey?
OUR STRATEGIC
PROCESS FOR
BRAND &
CAMPAIGN
DEVELOPMENT
Every project will chart its own path, but having
a rough guide can’t hurt. These are the general
steps we take along our process for building a
strong brand and campaign.
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CULTURE
COMPANY CUSTOMER
OUR 3C’S PROCESS
COMPANY - What makes the destination so special?
CUSTOMER - Who is our audience and what makes them tick?
CULTURE - What’s happening in the world around us that affects our decisions?
LA QUINTA’S
SWEET SPOT
CULTURE: TRAVEL TRENDS
CUSTOMER: VISITORS
COMPANY: LA QUINTA
The intersection of those three circles?
That’s the unique positioning that no other brand can claim.
LA QUINTA & 62ABOVE // BRAND ENHANCEMENT
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Behold: The Brand Messaging Architecture.
Or as we call it at 62ABOVE… The Brand House.
Together, we distill everything down to this
simple brand blueprint. And when we say
“together,” we mean together. La Quinta and
62ABOVE will work hand in glove to build the
Brand House.
Given your established brand, we will use this to
get aligned with what is working and what isn’t.
Once everyone is aligned, this will act as the
foundation of our messaging, communications
and advertising campaigns across all channels
and audiences.
OUR BRAND HOUSE
LA QUINTA & 62ABOVE // BRAND ENHANCEMENT
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SMTT & 62ABOVE // WORK PLAN
HOP. SKIP. JUMP.
For every assignment, no matter how big or small, we present at least three different
directions—each one built from the strategic platform, designed to achieve a specific
goal. We call it the hop, skip, jump approach. It creates an amazing dialogue about
where the brand is and where it can go.
Then we work with you, refining until we land on a territory that we’re all excited
about. It’s important for our clients to love their creative work as much as our
consumer audiences do.
BRAND STEWARDSHIP
We take our role as brand stewards seriously. We aim to keep a consistent brand
presence that runs through all initiatives and campaigns. To maintain a cohesive brand
and ultimately improve consumer receptivity and conversion, we utilize a strategic
construct called Comms Planning. (Example on Page 18)
We are relentless in the
pursuit of the very best
expression of your brand
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31
BRAND MATERIALS
We’ll work to fill in any gaps in the La Quinta brand,
helping to update and maintain comprehensive
Brand Guidelines so that anyone who is unfamiliar
with the La Quinta brand and our marketing
campaigns could easily get up-to-speed, We not
only cover the nuts and bolts like logo usage,
typography, and color, but also the ethos of the
brand and how it’s expressed in advertising
campaigns and marketing materials.
02
LOgO
1.campaign logo
The campaign tagline (“Find Your Way Here”) should
be used in all promotional and marketing materials.
The logo and tagline should always be locked up,
unless legibility is compromised. In that case, use the
secondary mark on Page 11.
More about this campaign and tagline in the
‘Creative Campaign’ section.
2. URL LOcKUP
The name of the organization is “See Monterey.” When
written out, “See Monterey” appears as two words.
When using the URL, write as “SeeMonterey.com.”
When writing out social handles, use “@SeeMonterey.”
“See” and “Monterey” should always be capitalized.
3. corporatE LOGO
This logo is for corporate and industry use only.
It is not recommended for any promotional and
marketing materials.
10
FIND YOUR WAY HERETM
1. CAMPAIGN LOGO
2. URL LOCKUP
3. CORPORATE LOGO
Typography
03 This is a hEADLINE
THIS IS A SUBHEAD
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus
bibendum libero nisl. Sed varius sapien ac velit eleifend, a blandit
nunc ettcitur. Vivamus tincidunt ultricies pretium. Morbi aliquet
nec leo volutpat pellentesque. Proin diam dui.
PRIMARY FONT:
INSPIRED OTTER, BOLD
SECONDARY FONT:
SWEET SANS PRO, BOLD
SECONDARY FONT:
SWEET SANS PRO, REGULAR
Typography
Our typography does more than provide clear
messaging. It extends Monterey’s voice into
everyday communications and infuses our print,
digital, and marketing materials with a naturally
connected aesthetic.
INSPIRED OTTER
This is our primary font. It is recommended for all
headlines in creative assets such as advertisements,
fiyers, and posters. Inspired O er should not be used
for body copy.
SWEET SANS PRO
Sweet Sans Pro is our secondary font. It is
recommended for smaller text and all body copy.
Please use Arial (as an alternate for Inspired Otter)
and Verdana (as an alternate for Sweet Sans Pro)
when the above fonts are not an option.
17
Location tag PRIMARY FONT:
INSPIRED OTTER, REGULAR
LEARN MORE SECONDARY FONT:
SWEET SANS PRO, MEDIUM
cONTENTs
1. INTRODUCTION
2. LOGO
3. TYPOGRAPHY
4. COLOR
5. PHOTOGRAPHY
6. CREATIVE CAMPAIGN
03
07
16
19
21
24
Introduction
01
WElcomE to
MontErEy county.
This is a place where inspiration is everywhere you look.
It’s in the majestic scenery—from the epic coast to the larger-than-life
redwoods to the green, sweeping valleys.
It’s in the diverse and eclectic communities, the people, the restaurants,
the wineries, the history, the art.
It’s in the moments of connection with the people around you.
Or with yourself. Or with Mother Nature.
No matter where your path takes you throughout Monterey County,
one thing is for sure: inspiration is ahead.
4
HERE’s WHAT LOcALs sAY
ABOUT MONTEREY:
“It’s ttlled with tide pools & amazing sea life.
There’s ofiers, seals, sea lions.”
“A great family place to take a vacation.”
“What I get most excited about is natural beauty.”
“Picturesque scenery, nice hotels and restaurants.”
“You could chill more vs. being in a big city.”
5
BRAND
TOOLKIT
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ECONOMIC
DEVELOPMENT
VII.
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Part of our responsibility with our DMO clients is to assist the destination in
attracting new sources of income to the area. In the course of our strategic process,
we include economic development as part of our overall planning with the intention
to increase exposure for the destination across multiple business communities.
Within our creative process, we include economic development goals and produce
materials targeted to specific business audiences. These can take the form of digital
communications, e-news, printed materials, mailers and more. Web pages can also
be programmed and dedicated to this effort. Although the beauty and attributes of
La Quinta can be considered universal, the target audiences for leisure and business
travelers versus business owners seeking to relocate are different in message and
tone.
Once we have a full understanding of the City of La Quinta’s economic development
programs and incentives for encouraging new businesses to thrive here, we will
develop a strategic plan and subsequent recommendations. We will work in
collaboration with the City to support these programs and communicate with
stakeholders regarding advancement and success stories.
ECONOMIC DEVELOPMENT
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PUBLIC RELATIONS
VIII.
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PUBLIC RELATIONS
It may be fractured. It may be tougher to get. But traditional
media is still critical. It is a voice of credibility, often of validation,
and essential during times of breaking news and crisis.
Our approach to PR boils down to a few foundational practices:
1. Know or find your stories. If you have news, great. If you don’t,
we’ll uncover your stories that are worth telling. We’ll also be
honest and tell you when something isn’t a story.
2. Be a reliable source. Respond to media deadlines. Make their
jobs easier with crisp imagery, relevant stats, or a timely quote
(cause they’re jobs are really hard right now).
3. Know when a story fits an outlet. These days, a targeted
approach works best.
POWER OF PUBLIC RELATIONS IMPACT OF INFLUENCERS
Social is now the preferred search engine for savvy diners,
travelers, and shoppers. Working with influencers is not the
same as working with the press. It requires vetting, negotiating,
and TLC. And its power when done right is undeniable.
Strategically, working closely with an influencer can create the
glue in an integrated campaign, weaving together brand
messaging with visual authenticity and third-party
endorsement. We know what influencers want and how to make
sure you get what you need.
LA QUINTA & 62ABOVE // PUBLIC RELATIONS
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MAKE THE NEWS
Work with La Quinta to craft compelling stories and
identify storytellers that resonate with media outlets.
This could include milestones like a famous resort’s
anniversary celebration, or an annual holiday tradition held in
Old La Quinta. Additionally, we’ll capitalize on timely
opportunities, such as national days or seasonal events, to
position La Quinta as an iconic desert experience.
When news is scarce, we’ll create it.
When a milestone is not available, we are adept at creating
reasons for media to cover our clients. This can take the
form of a special event, a special behind-the-scenes tour, a
celebrity home feature, or anything else our creative PR
team can dream up. Our relationships with the travel and
tourism media are strong, and we regularly work with them
to craft stories that fit their editorial needs.
LA QUINTA & 62ABOVE // PUBLIC RELATIONS
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ELEVATED FAMS
Enhance Influencer and Media Engagement
You’re already working with media and influencers, but
we see an opportunity to bring more rigor and strategy
to the process for La Quinta. By refining the selection
and planning, we’ll ensure you’re not only bringing in
the right people but also generating content that truly
moves the needle.
Leverage Strategic Tools and Planning
62ABOVE works with a variety of influencer platforms
that allow us to dive deep into influencer insights,
ensuring we’re making data-driven decisions. We’ll
develop a strategic calendar of influencer targets,
smartly timing collaborations to maximize impact. This
structured approach will deliver measurable results and
elevate the visibility and ROI of every partnership.
LA QUINTA & 62ABOVE // PUBLIC RELATIONS
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•Highlight La Quinta Experiences through Visual Storytelling: Curate
engaging, visually stunning content that showcases La Quinta’s beauty,
igniting excitement and anticipation for future visitors
•Leverage Influencer Partnerships for Authentic Engagement: Partner
with influencers who can share genuine, experience-based stories,
spotlighting La Quinta’s unique amenities and attracting new followers.
•Encourage guests to share their experiences: The La Quinta team will
repost guest content, adding authenticity, fostering community
connection, and providing potential guests with a glimpse of real stays.
THE POWER OF SOCIAL
62ABOVE WILL COLLABORATE WITH THE LA QUINTA TEAM TO
ENHANCE YOUR SOCIAL STRATEGY THROUGH CURATED STORYTELLING
AND GENUINE ENGAGEMENT.
LA QUINTA & 62ABOVE // PUBLIC RELATIONS
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DIGITAL SERVICES
IX.
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LA QUINTA & 62ABOVE // DIGITAL SERVICES
40
Digital Media Management
Our web, paid media and creative departments at 62ABOVE function as part of our
clients’ internal teams. As such, all of the services you outline in this section of the
RFP are covered as part of our services:
●Media Planning and Execution
●Creative (managed with our creative team)
●Performance Tracking
●Optimization
●Monthly Reporting
●SEO (managed with our web team)
●PPC Management
●Target Audience Strategies
●Reach Expansion
DIGITAL SERVICES
LA QUINTA & 62ABOVE // DIGITAL SERVICES
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PHOTOGRAPHY
SERVICES
X.
LA QUINTA & 62ABOVE // PHOTOGRAPHY SERVICES
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Photography management and photo shoots are an ongoing component of our
creative services offering, and often are provided hand-in-hand with videography
services. We do everything in our power to make the most of our clients’ budgets by
scheduling photo and video shoots together, taking advantage of the locations,
talent and other costs to capture content in all forms.
We work with you to develop new content that can be added to your photo library,
and work with only the highest quality of photographers and producers. Our team is
adept at working with and capturing images of people, art and culture, food and
beverage, business of various nature, indoor and outdoor facilities and events both
small and large.
Our team produces dozens of photo shoots each year for our collection of tourism
clients, and has developed a detailed process of management that include thorough
communication with you throughout.
In addition, we own our drones and our Executive Producer is a licensed drone
operator. We have produced content similar to your needs for our former clients at
Rancho Mirage Tourism, and they can attest to our abilities and dedication to quality
output.
PHOTOGRAPHY
LA QUINTA & 62ABOVE // PHOTOGRAPHY SERVICES
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VIDEO SERVICES
XI.
LA QUINTA & 62ABOVE // VIDEO SERVICES
44
Having an in-house production company is no longer a luxury. In today’s
environment, it’s a must. Our in-house solution is a high-value production company
managed by 62ABOVE’s Executive Producer, Pierce Cooley. We pride ourselves on
being nimble and adroit, utilizing right-sized crews to maximize the number of
talent, shoot days and assets.
For smaller shoots, the team will budget the project, crew the shoot, process the
payroll and wrap the production. The result is high production value at an
approachable price point—cutting out that pesky production company markup when
the project does not warrant it. Knowing our team has this capability, you can rest
assured we will work with your resources to help the product fit the campaign
concepts we develop. Drone video production capabilities are included.
Our production umbrella also includes our in-house studio, which handles the
creation and editing of all assets. In addition, our team can create what is required to
satisfy our paid media buys, including digital display, print and OOH mechanicals,
social ads, emails, trade show booth graphics and whatever else our integrated team
dreams up.
VIDEO PRODUCTION AND EDITING
LA QUINTA & 62ABOVE // VIDEO SERVICES
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WEBSITE
MANAGEMENT
XII.
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LA QUINTA & 62ABOVE // WEBSITE MANAGEMENT
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Website Operations & Maintenance
A well-maintained website is essential for a strong digital presence. 62ABOVE will
partner with Last Waave Studios to provide expertise in this area. We will provide
brand design elements and manage brand consistency for look, feel and voice on all
web assets. Last Waave will ensure your site stays up-to-date, functional, and
optimized for both user experience and performance. Through ongoing updates and
proactive troubleshooting, we keep everything running smoothly.
Together we will collaborate with the La Quinta team to refresh homepage content,
refine pages, and implement enhancements that support your business goals. Our
technical specialists quickly resolve issues, from minor bugs to larger platform
concerns. By maintaining clear communication and following best practices, we keep
your website dynamic, engaging, and fully accessible.
WEBSITE
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Initial Onboarding + SEO & Technical Optimization Pass
We will identify and resolve performance bottlenecks that impact speed, user
experience, and SEO rankings. A combination of front-end optimizations, backend
improvements, and best practices in web development will improve website speed,
enhance user experience, and boost SEO rankings.
●General site optimization
●Website security monitoring & updates
●Bug fixes & troubleshooting
●Plugin, CMS, and theme updates
●Basic on-page SEO adjustments (meta tags, image alt text, etc.)
●Monthly Website Health Report
●Manage Calendar updates
●Up to ten templatized Landing/Secondary Pages
●Web Content Accessibility Guidelines (WCAG) 2.1 Level A (Basic
Compliance)
●Addresses the most fundamental accessibility issues.
●Focused on basic functionality, such as alt text for images and keyboard
navigation.
●Content SEO Audit (Quarterly)
●Monthly content optimizations
●keyword updates, metadata improvements, internal linking)
●Conversion rate optimization (CRO) recommendations (Forms)
●Advanced performance improvements (lazy loading, caching strategies, etc.)
●Performance monitoring & optimization (speed, uptime, etc.)
WEBSITE
LA QUINTA & 62ABOVE // WEBSITE MANAGEMENT
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ACTIVATIONS
XIII.
LA QUINTA & 62ABOVE // ACTIVATIONS
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We love to do activations, and often include them in our creative campaign
ideas for our destination clients. Because we are a full-service agency that
includes many facets of marketing, we have a unique ability to pull off major
activations in a fun and successful way.
Our formula for success starts with a creative idea that fits with the brand.
Once this idea begins to germinate, we include the subject matter experts from
all facets of our team’s expertise. Event production, public relations, paid media
and on-the-ground fulfillment all add to the idea to ensure it works from a
variety of angles.
Our goal is not just to make an impression, but to generate so much buzz it
moves the needle on the brand’s KPIs. For our DMO clients, that means visits to
their destination, heads in beds and dollars spent in the area’s businesses.
Please see the following example of an activation we are working on right now
for our client Visit Carlsbad.
ACTIVATIONS
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ACTIVATION EXAMPLE: CARLSBAD GOES TO SPRING TRAINING!
WHAT ARE WE DOING IN ARIZONA?
The laid-back, fun-loving vibe of Spring Training fits perfectly with the Visit
Carlsbad brand. It provides a great opportunity to attach ourselves to the event
and introduce the brand to people who are our kind of people.
HOW CAN WE MAKE THE STORY BIGGER?
Hey, everyone loves free food, but this is bigger than that. We’re introducing
Carlsbad’s iconic California Burrito to the people at Spring Training—from Arizona
and beyond. It’ll turn some heads, maybe blow some minds and definitely get
people talking. While they’re wrapping their heads around the fries-in-a-burrito
thing, we get to share more about what Carlsbad has to offer.
LA QUINTA & 62ABOVE // ACTIVATIONS
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LA QUINTA & 62ABOVE // ACTIVATIONS
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CALIFORNIA
BURRITO
TRUCK
LA QUINTA & 62ABOVE // ACTIVATIONS
BALLPARK ACTIVATIONS
Our in-stadium presence has two jobs. First, to let fans know the burrito truck is just down
the road. Go get your burritos, everybody! Second, it’s to spread some Carlsbad love and
awareness.
INFO CARDS
For our in-stadium activation booth we’ll be giving out cards with a QR code that will show
them exact location of the burrito truck.
STADIUM GIVEAWAY
Fans sitting in a specific section and row will win some free Carlsbad swag. Hey, who
doesn’t love free stuff? This will be announced as the “lucky row” in-between innings and
over the loudspeakers and the digital LED board in left field as we hand out full swag
packs to a row of lucky fans.
ADDITIONAL DETAILS
•Booth will have a table, two chairs, and our signage to encourage consumers to stop
by and learn more
•We will be activating during the Cincinnati Reds game on Sunday AND Rockies game
on Monday; both start at 1:10p
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LA QUINTA & 62ABOVE // ACTIVATIONS
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BRAND AMBASSADOR UNIFORMS
•Branded swag to encourage curious people to engage with
the team
•T-Shirts with CTA
•Custom Hats and Shoewear
•Brand Aprons for Food Truck workers and on-air chefs
FREE BURRITOSTHIS WAY
MAKINGTHE GOODS.
LA QUINTA & 62ABOVE // ACTIVATIONS
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SOCIAL MEDIA: BURRITO BATTLE
PUBLIC RELATIONS: MORNING SHOW SEGMENT
LA QUINTA & 62ABOVE // ACTIVATIONS
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ANNUAL GUIDE
XIV.
LA QUINTA & 62ABOVE // ANNUAL GUIDE
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We regularly help produce digital and printed publications and guide materials for
our destination clients. In the case of La Quinta’s specific needs, we’ve partnered
with some of the best in the business. Palm Springs-based Bendani Publishing is
owned by Maru and Richard Palmersheim.
They have been the creative force behind Palm Spring’s PS I Love U resident’s guide
and visitor’s guides for Newport Beach, Houston (English & Spanish), Guide to
Southeast, Palm Springs, and Rancho Mirage. Other publications have included
Pebble Beach Magazine, Guestlife Visitor’s Books for Monterey, New Mexico,
Houston, & El Paso, Desert Magazine, Thrive!, and At Home Collection.
ANNUAL GUIDE PRODUCTION
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Content Development - The editorial and copywriting team at 62ABOVE will create
all the written content. Visual content will be tapped from the La Quinta image library,
which we will be adding to as part of this RFP scope.
Guide Production - Bendari will oversee this section beginning with Concept
Development, the process to define the look and feel of the publication and set a
layout direction so the pages look consistent throughout the different sections of the
book. After a creative meeting with the client to define the needs and vision for the
publication, we will provide a 6-8 page mockup showing the direction that
recommend. This mockup will include a cover, TOC, section page, calendar page, and
listings page.
Also included is the development of the nameplate if different from the existing one,
as well as a one-page media kit to describe ad spaces and specs for prospect
advertisers. This scope does not include us selling the ads, and we would rely on La
Quinta to supply these digital files from advertisers.
At this time, pagination is set so a schematic/dummy can be provided to La Quinta so
the publication structure can be set and approved. First proofs will go out to the
client and proofing process will conducted by the 62ABOVE editorial team. After all
corrections have been made, ads are in place and all pages are approved, files will be
made ready for sending to the printer of La Quinta’s choice. This quote does not
including printing costs.
ANNUAL GUIDE PRODUCTION
LA QUINTA & 62ABOVE // ANNUAL GUIDE
Digital Version - Bendari and 62ABOVE will manage the digital versioning and
updates of the Visitor’s Guide according to the design templates developed during
the production phase.
Distribution and Promotion - A strategic plan will be created to ensure the Guide is
well distributed to all targets through various resources.
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ANNUAL GUIDE PRODUCTION
LA QUINTA & 62ABOVE // ANNUAL GUIDE
BILLING & FINANCIAL
60
LA QUINTA & 62ABOVE // BILLING & FINANCIAL
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WE ARE COMMUNICATORS.
You will hear from us regularly in whatever format you prefer—email, text, Slack,
phone call or telepathy. We make a commitment to our clients to always respond
within 24 hours (and immediately if it’s urgent). If something needs to be escalated,
the senior management team is available to you at any time.
Your dedicated Account Lead will be driving the business forward, creating
efficiencies and planning for the steps ahead. They will be your liaison and
representative, ensuring that your point of view is reflected. They will also be
responsible for quality control and managing budgets and timelines to avoid
any hiccups or surprises.
We will also participate in regular status meetings to provide important
updates on your project. After each meeting, you will receive a copy of
the status report and a detailed recap of the discussion, decisions and
key next steps.
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RELATIONSHIPS
MATTER.
We put in the work to build the happily-ever-after kind of
partnerships that last for years—and sometimes decades. We begin
every new relationship with a kick-off meeting to discuss what
success looks like, how we’ll track our progress and the best ways to
work together. Our goal is to get a running start and to make the transition
as seamless as possible for you and your team, so we can move on to the fun
part: working together, making awesome stuff and getting amazing results.
WORKING TOGETHER
LA QUINTA & 62ABOVE // BILLING & FINANCIAL
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We take the role of steward of your budget very
seriously and treat your money like it’s our own. We
manage all projects, estimates, insertion orders, time-
tracking and billing through software designed
specifically for agencies. It’s our hope that the least
creative thing we do together is billing. We don’t
believe in budget surprises, and will never present you
with an invoice you did not expect.
The budget guidelines you’ve shared taken into
consideration, we show three different options
beginning with the requested budget total of
$550,000.
Please view this budget stage as a flexible suggestion.
There are many factors to consider once we are
selected as your Agency of Record, and during our
onboarding conversations we will define specific
program parameters and budgets collaboratively with
you.
BUDGET #1
ITEM COST
PAID MEDIA BUYING (GROSS)
Media planning, buying, optimization, and reporting (including
15% commission)
$550,000 - $600,000
BRAND ENHANCEMENT $25,000
COMMS PLANNING $10,000
INTEGRATED AD CAMPAIGN
Campaign concepting (Leisure & Group/Meetings)$30,000
CREATIVE PRODUCTION + PHOTO/VIDEO SHOOT
Campaign development and production of creative assets for
paid media. 2-3 day shoot.
$240,000 - $300,000
ACCOUNT MANAGEMENT (12 months)$90,000
TRAVEL & CONTINGENCY
Billed as needed - no mark-up $15,000
TOTAL $550,000
LA QUINTA & 62ABOVE // BILLING & FINANCIAL
ITEM COST
PAID MEDIA BUYING (GROSS)
Media planning/Buying/Reporting (including 15% commission)
$233,000
GRAPHIC DESIGN $20,000
BRAND ENHANCEMENT $20,000
ECONOMIC DEVELOPMENT $10,000
PUBLIC RELATIONS (12 months at $4,000 per month)$48,000
DIGITAL SERVICES $25,000
PHOTOGRAPHY SERVICES $20,000
VIDEO SERVICES $50,000
WEBSITE MANAGEMENT (12 months at $4,000 per month)$48,000
ACTIVATIONS $25,000
ANNUAL GUIDE (does not including printing or distribution)$10,000
AGENCY FEES (12 months at $3,000 per month)$36,000
TRAVEL & CONTINGENCY
Billed as needed - no mark-up
$5,000
TOTAL $1,080,000 - $1,115,000
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In this budget suggestion, there is more overall budget
to work with totaling $750,000. This allows us to add
fund allocations to certain programs so that we can
service areas beyond the bare minimums.
BUDGET #2
ITEM COST
PAID MEDIA BUYING (GROSS)
Media planning, buying, optimization, and reporting (including
15% commission)
$550,000 - $600,000
BRAND ENHANCEMENT $25,000
COMMS PLANNING $10,000
INTEGRATED AD CAMPAIGN
Campaign concepting (Leisure & Group/Meetings)$30,000
CREATIVE PRODUCTION + PHOTO/VIDEO SHOOT
Campaign development and production of creative assets for
paid media. 2-3 day shoot.
$240,000 - $300,000
ACCOUNT MANAGEMENT (12 months)$90,000
TRAVEL & CONTINGENCY
Billed as needed - no mark-up $15,000
TOTAL $750,000
LA QUINTA & 62ABOVE // BILLING & FINANCIAL
ITEM COST
PAID MEDIA BUYING (GROSS)
Media planning/Buying/Reporting (including 15% commission)
$357,000
GRAPHIC DESIGN $25,000
BRAND ENHANCEMENT $25,000
ECONOMIC DEVELOPMENT $10,000
PUBLIC RELATIONS (12 months at $5,500 per month)$66,000
DIGITAL SERVICES $35,000
PHOTOGRAPHY SERVICES $25,000
VIDEO SERVICES $65,000
WEBSITE MANAGEMENT (12 months at $5,000 per month)$60,000
ACTIVATIONS $25,000
ANNUAL GUIDE (does not including printing or distribution)$10,000
AGENCY FEES (12 months at $3,500 per month)$42,000
TRAVEL & CONTINGENCY
Billed as needed - no mark-up
$5,000
TOTAL $1,080,000 - $1,115,000
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Budget suggestion #3 contains the largest allocation of
funds. In this case, we can optimize several areas to
make significant impact on programs. The Paid Media
budget is also significantly increased, allowing us to
reach more potential travelers with our programs.
BUDGET #3
ITEM COST
PAID MEDIA BUYING (GROSS)
Media planning, buying, optimization, and reporting (including
15% commission)
$550,000 - $600,000
BRAND ENHANCEMENT $25,000
COMMS PLANNING $10,000
INTEGRATED AD CAMPAIGN
Campaign concepting (Leisure & Group/Meetings)$30,000
CREATIVE PRODUCTION + PHOTO/VIDEO SHOOT
Campaign development and production of creative assets for
paid media. 2-3 day shoot.
$240,000 - $300,000
ACCOUNT MANAGEMENT (12 months)$90,000
TRAVEL & CONTINGENCY
Billed as needed - no mark-up $15,000
TOTAL $900,000
LA QUINTA & 62ABOVE // BILLING & FINANCIAL
ITEM COST
PAID MEDIA BUYING (GROSS)
Media planning/Buying/Reporting (including 15% commission)
$453,000
GRAPHIC DESIGN $25,000
BRAND ENHANCEMENT $25,000
ECONOMIC DEVELOPMENT $10,000
PUBLIC RELATIONS (12 months at $6,000 per month)$72,000
DIGITAL SERVICES $50,000
PHOTOGRAPHY SERVICES $30,000
VIDEO SERVICES $75,000
WEBSITE MANAGEMENT (12 months at $6,000 per month)$72,000
ACTIVATIONS $25,000
ANNUAL GUIDE (does not including printing or distribution)$10,000
AGENCY FEES (12 months at $4,000 per month)$48,000
TRAVEL & CONTINGENCY
Billed as needed - no mark-up
$5,000
TOTAL $1,080,000 - $1,115,000
THANK YOU
THANK YOU
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ADDENDUM: CASE STUDIES
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CHALLENGE
With its small town charm, laid back attitude and beautiful beaches, the destination was highly rated by previous visitors. The problem was: Those who
hadn’t visited didn’t know much about it. They didn’t know what sets it apart from other SoCal spots. Although Carlsbad was being considered by a
significant number of consumers, they were ultimately deciding to visit other locations they were more familiar with. We needed to develop a brand
positioning and campaign that was unique, authentic and would make people want to learn more about Carlsbad.
CREATIVE
The more we explored what truly sets Carlsbad apart, the more it became clear. There’s an attitude in Carlsbad that encourages locals and visitors to
unwind, to play, to grow, to enjoy, to explore … however they want to. It’s a permission to ignore your emails, your to-do list, and definitely your age. It’s a
call to try something new. Or try doing nothing at all. Because here in Carlsbad … it’s all good.
We worked with a top-notch local photographer to capture video and photo assets. Then our internal team of creative wizards turned those
raw materials into a full suite of TV, digital videos, display, emails, social ads—even wall graphics for Visit Carlsbad’s office!
COMMS PLANNING
We built an integrated communications plan that mapped out all the ways we would demonstrate that Carlsbad is the only destination that offers “all
the good.” We needed to intrigue with Carlsbad’s carefree vibe and educate on the breadth of experiences available. We aligned our messaging with
personal interests and passions to drive consideration and booking among key audience segments. Then we encouraged people to share the good they
experienced in market via social and tell all their friends and family. And the results? Well … “All Good” has been pretty great.
Consumer perceptions of
Carlsbad skyrocketed
from the very bottom
of their competitive set to the
top—tied with San Diego!
Intent to visit increased by 158
percent among people who were
aware of our ads
158%
Our 'All Good'
campaign doubled
actual visitation 2X
OUR CAMPAIGN DOUBLED VISITATION TO CARLSBAD. YEAH, IT’S ALL GOOD…
ROI = $151:1
CLICK TO PLAY
CASE STUDY: VISIT CARLSBAD
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ALL GOOD
Drawing inspiration from Carlsbad’s deep connections
to action sports and surfing, we developed a brand
identity that was unique, visually arresting, and
authentic to the destination’s personality.
The three stripes represent Carlsbad’s iconic Flower
Fields, while the sun and wave graphics represent the
amazing sunny weather and miles of pristine beaches.
Plus, you’ll notice the alignment of the “good” in All
Good with the “bad” in Carlsbad — a fun little detail for
those in-the-know.
The brand identity has been embraced with such
enthusiasm that it has extended through their standard
business systems, a suite of cool swag and even Visit
Carlsbad’s office decor!
v1.0BRAND GUIDELINES | 2022
OUT WITH THE OLD
IN WITH THE NEW
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visitcarlsbad Come do your thing
in Carlsbad … where it’s all good.
visitcarlsbad
SOCIAL
OOH
OFFICE DESIGN
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PRINT
SOCIAL
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LO
V
E
CA
T
A
L
I
N
A
62ABOVE has represented Love Catalina since 2020 and
oversees all the organization’s marketing efforts - from
brand strategy, design to ad buying and (most importantly)
public relations and influencer marketing.
As Love Catalina’s Agency on Record, the PR and influencer
marketing team at 62ABOVE develops in-depth strategic
plans that include key priorities, audiences, media and
messages. Our team then executes on these plans, and in
the last 12 months secured:
●3 macro influencers engaged and nine
micro influencers
●39,800 engagements on posted
coverage
●389 pieces of media coverage
●6.9 billion online impressions
●78.81 million print/TV impressions
●13 media visits organized
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NATIONAL LOCAL & FEEDER
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RESULTS FROM @THENATIONAPARKTRAVELERS FAM:
Over 135,000 video views
Nearly 15,000 engagements across IG and TikTok
RESULTS FROM @BAREKIWI FAM:
OVER 18,000 VIDEO VIEWS
OVER 2,000 ENGAGEMENTS ACROSS IG POSTS AND STORIES
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EXAMPLE PRESENTATION // SECTION TITLE
MONTEREY COUNTY
CASE STUDY
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MONTEREY COUNTY
The new brand and campaign needed to:
•Build awareness, familiarity, and intent to visit
beyond their traditional drive and short-haul flight
markets.
•Unify and rally the local communities and all of their
stakeholders.
ATTRACT VISITORS TO STAY
LONGER AND EXPERIENCE
MORE
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DISCOVERY
PRIMARY RESEARCH
8 Client Provided Research Reports Reviewed
1,203 Consumer Surveys Completed
4 Fly Market Consumer Focus Groups
2 Short-Haul Focus Groups
Stakeholder Research
4 Competitor Audits Completed
1 Social Media Listening Audit
SECONDARY RESEARCH
Destination Audit
National & Industry Trends
Demographic Research
LA QUINTA & 62ABOVE // CASE STUDIES
NATURALLY
CONNECTED
LEAN INTO THE NATURAL
WONDER, AND WILDLIFE
ATTRIBUTES WHICH ARE
DRIVERS OF TRAVEL
IMMERSIVE TRAVEL EXPERIENCES
THAT ARE INSPIRING, SUSTAINABLE,
AND PROMOTE WELLBEING
CONSUMERS WHO SEEK
BEAUTIFUL SCENERY, A
PLACE TO RELAX AND ENJOY
THE OCEAN, AND MARINE
LIFE
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Majestic and epic scenery – from coast to redwood
forest to verdant valley – makes people feel more
connected to nature and promotes wellbeing.
Enables people to connect (or reconnect) with
friends, family, and loved ones – even connect with
themselves.
Monterey County is composed of several
communities that offer a vast mosaic of
experiences.
NATURALLY
CONNECTED
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ORGANIZATION SIMPLIFICATION
Monterey County Convention & Visitors Bureau was quite a mouthful,
and nobody could ever remember what the jumble of letters MCCVB
meant. The DMO needed a new brand that was memorable and
complemented the destination brand.
We explored many different ideas and ultimately landed on See
Monterey as a name that the organization and all their stakeholders
could get behind.
Then we developed a corporate logo with as much care, passion, and
attention to detail as the destination logo. We wanted it to embody
the same theme of connection, yet stand out as unique and ownable.
NORTH LAKE TAHOE // CASE STUDIES // MONTEREY
OUT WITH THE OLD
IN WITH THE NEW
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FIND YOUR WAY HERE
Monterey County is made up of endless paths…and each one takes you to something
incredible. These paths tie all of Monterey together, creating one big, epic journey. They
connect you to your next destination and your next adventure—but also to the people around
you. The question is: which way will you go? No matter what path you take, it’s sure
to lead to inspiration.
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See Monterey
In Monterey County, life is better on the move
—no matter which direction your path leads.
LEARN MORELEARN MORELEARN MORELEARN MOREFind your way
here.
Find your way
here.
Find your way
here.
Find your way
here.
RELAXATION FOOD &
WINE
NATURE &
WILDLIFE
ACTIVE &
WELLNESS
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Research by SMARI estimates that
the campaign influenced over
435,000 travelers to take an
overnight trip to Monterey County.
And we’re just getting started.
CREATIVE CAMPAIGN
The creative campaign, “Find Your Way Here,” extends into digital display, social media,
print, TV and beyond. Throughout the campaign, we show people exploring and
enjoying all the county has to offer, highlighting the endless paths visitors can take
from location to location.
COMMS PLANNING
To convince people to “Find Your Way Here” and stay in market longer, we constructed
an integrated communications plan that played to the strengths of the destination.
First, we stopped people in their tracks by showing off the stunning natural beauty of
Monterey County in high-impact media channels. Next, we showed the myriad offerings
that align with personal passions and targeted people based on these affinity groups.
Convincing people to stay longer in a destination that has a reputation for being
expensive was no easy task, but we moved the needle by showing options at a range of
price points. After we had achieved our objective and gotten people there, we taught
them how to support the local community and travel responsibly and respectfully.
Come to think of it, our marketing strategy has something in common with the
destination: it’s all about connections.
SEE MONTEREY’S
MOST EFFECTIVE
BRAND & CREATIVE
EVER TESTED
CLICK TO PLAY
STRONGEST
CREATIVE
“Find Your Way Here” is
the strongest creative See
Monterey has ever tested,
far exceeding goals for
both drive and fly markets.
Because the ads were
so strong at generating
consideration of the
destination, they
were nearly four times
more efficient than industry benchmarks.
4X
435K
ROI = $498:1
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PRINT
OOH
DISPLAY
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Research by SMARI estimates that the
campaign influenced over 435,000 travelers to
take an overnight trip to Monterey County.
And we’re just getting started.
STRONGEST CREATIVE
“Find Your Way Here” is the strongest creative
See Monterey has ever tested, far exceeding
goals for both drive and fly markets.
Because the ads were
so strong at generating
consideration of the
destination, they
were nearly four times
more efficient than industry benchmarks.
4X
435K
NORTH LAKE TAHOE // CASE STUDIES // MONTEREY
SEE MONTEREY’S
MOST EFFECTIVE
BRAND & CREATIVE
EVER TESTED
ROI = $498:1
LA QUINTA & 62ABOVE // CASE STUDIES