SITUATION
Heading into the peak summer vacation (and vacation advertising) season, Chula Vista Resort turned to B+L to develop TV and radio spots that would break through the din of “me-too” resort ads by using a clever creative concept rather than elaborate (and expensive) production.

GOALS & OBJECTIVES
- Drive bookings of overnight stays by raising Chula Vista’s awareness and brand recognition in target markets like Chicago, Milwaukee and Madison
- Drive bookings of overnight stays by increasing visits to ChulaVistaResort.com website

IMPLEMENTATION
B+L embraced the client’s limited-budget ethos, capping a hilariously bad, Onion-esque spot (complete with cheesy voiceover and retro-1970s graphics) with the payoff “Chula Vista: People don’t come here for the commercials.” In addition to paid ads, B+L placed TV spot on several social media sites—where it got 5000 more views.

RESULTS
- Unique visits to ChulaVistaResort.com increased 29%, with overall traffic up 28%; web traffic stayed high after the campaign, too: +19% unique, + 22% overall
- Chula Vista Resort saw a significant increase in overnight stays during the campaign as compared to the months prior
- The “Awesome Chula” TV spot won a “Bronze Nut” (Annual Top 99) award from the Milwaukee Adworkers organization