62ABOVE Invites You to See Monterey in Scenic 'Find Your Way Here' Campaign

62ABOVE, a leading San Diego-based creative marketing agency, proudly announced the launch of a complete brand refresh and new advertising campaign for client Monterey County Convention & Visitors Bureau (MCCVB). Now known as See Monterey, the organisation will launch its new marketing campaign titled ‘Find Your Way Here’ with a series of videos, digital display ads and social assets created by 62ABOVE in early October 2023.

The new name, branding, and campaign encourage travelers to set out and explore Monterey County’s myriad experiences as well as making See Monterey’s mission of generating community prosperity through the responsible promotion of travel clear. The new logo uses artful graphic connections within the letters to speak to the theme of connections in the destination and campaign.

The See Monterey rebrand and ‘Find Your Way Here’ campaign is rooted in the insight that Monterey County is a place where connections come naturally—both in the way the various jurisdictions and regions come together to create a single Monterey experience, and in the way the county’s epic beauty helps fuel connections to people and nature. This ‘Naturally Connected’ concept informed the creative, which shows families and friends spending time with each other, nature and by themselves across a plethora of locations in Monterey County. The ‘Find Your Way Here’ campaign is an invitation to travel to Monterey County, explore and seek out these connections.

“The campaign aims to highlight the incredible diversity in scenery and communities across Monterey County and the way that fosters connection opportunities for diverse audiences,” says Greg Carson, 62ABOVE president. “At 62ABOVE we work with our clients to get to the heart of what makes them special and how that is then reflected in the experiences of their visitors. With Monterey County, one of the most geographically diverse and stunning areas in California, this concept of Naturally Connected works on multiple levels and is thoughtfully brought to life in the creative.”

“See Monterey represents the vast mosaic of experiences, landscapes and communities that make up Monterey County,” said Lindsey Stevens, Vice President of Marketing Communications at See Monterey. “62ABOVE worked with us to get to the very foundation of our destination – Naturally Connected – to build a new brand that beautifully represents the County and leaves room for visitors not just to see themselves here but find their way here.” 

The See Monterey rebrand and ‘Find Your Way Here’ campaign is a result of nearly a year’s worth of research and focus groups. The campaign videos will be broadcast on TV during NFL football games, the World Series and also across digital/social platforms.