VISIT RANCHO CORDOVA

Situation

Located in Northern California among several large cities, Rancho Cordova wanted to break through the noise to raise awareness of their destination. As a client of Madden’s destination intelligence platform, Voyage, the team at Visit Rancho Cordova could see what markets presented the biggest opportunities for brand awareness growth, but they knew they first had to first refresh their brand, and then relaunch it with a strategic media plan.

Approach

We began by digging into research to refresh Rancho Cordova’s brand. Drawing from our extensive experience in destination marketing, we wove together what we learned from data about Rancho Cordova’s target audience with the color tones and vibe felt across the city to create a new look and feel to their brand.

Our branding established Rancho Cordova as “California’s Golden Hour”—where small-town charm co-exists with big opportunities, giving a nod to the region’s history in the California Gold Rush. We leaned into imagery that showcased the destination as a place where a weekend of outdoor adventuring goes hand-in-hand with fresh eateries, fun festivals, and the chance to uncover something new.

Analyzing tourism and visitation data, we built a digital media strategy to include Google prospecting and remarketing, as well as SEM and SEO plans.

Rancho Cordova’s range of venues, hotel rooms, as well as its proximity to Sacramento make it an ideal location for meetings and events. With this in mind, the goal of raising awareness among meeting planners was incorporated in into their media strategy. In order to reach them directly, we created a plan that incorporated geofencing industry meetings and conventions in order to serve plans ads through a MobileFuse campaign.

Results