A campaign built to connect people to Big Bear through the things that can only be made here: memories, meaning, and magic.
The Challenge
Visit Big Bear needed more than just a tourism push. They needed a unifying brand platform. One that could speak to visitors year-round, elevate the emotional value of the destination, and stand out in a competitive market of mountain towns. The challenge was to move beyond transactional travel messaging and build a campaign that deepened connection, drove visitation, and gave Big Bear a voice as vibrant and diverse as the experiences it offers, from concerts under the stars to quiet mornings on the lake.
Our Role
- Creative Direction
- Campaign Strategy
- Creative Development
- Creative Production
Our Proof
Improved Meta Lodging Campaign Booking CPA YoY in Spring 2025
Stronger Meta Lodging Campaign ROAS YoY in Spring 2025
Stronger Meta Overall CTR YoY in Spring 2025
Our Strategy
Our strategy was rooted in emotional branding and destination storytelling. We positioned Big Bear not as a place you go, but a place where things are made. From family traditions and personal milestones to music, movement, and magic. We crafted a content-forward campaign that could flex across digital, print, social, and out-of-home, elevating the visitor experience from product-based marketing to purpose-led engagement. By making the mission front and center, we gave Big Bear a platform with stopping power and staying power.
Our Approach
We started by identifying what truly sets Big Bear apart: not just what happens here, but what’s made here. Made in Big Bear became our creative north star: a platform grounded in storytelling, experience, and emotional payoff. Rather than focusing solely on activities, we leaned into what those moments become: memories, connection, meaning. We built a flexible system that could scale across seasons, speak to diverse audiences, and unify all marketing efforts under one bold, resonant idea.
