Downtown Napa
Meant to Be HereThe heart of California’s wine country struggled to be recognized as a destination in its own right. Our Visioneers set out to change that.
How do you convince a diverse, wide-ranging audience that everything they could want in a destination exists in one walkable downtown?
Although the City of Napa was a well-established destination for enthusiastic wine lovers, their marketing efforts struggled to showcase the depth of experience possible in Downtown Napa. Visitors tended to stray outside of Napa itself to explore the world-famous Napa Valley in its entirety, and this combined with a need to reach a younger generation of travelers looking for under-the-radar wine regions had Downtown Napa asking for our help. The question was: How do you convince a diverse, wide-ranging audience that everything they could want in a destination exists in one walkable downtown?
Time runs at a more relaxed pace in Downtown Napa. Here, meals and wines are slowly savored, activities are designed to gently engage all your senses and moments are crafted to remember forever. In Downtown Napa, you’re invited to immerse yourself in a vineyard tour, grab a window seat on the wine train, revel in the many spas or perhaps soar above the valley in a hot air balloon. There’s no rush – you can simply enjoy the luxury of time well-spent, and revel in the fulfilment of everything your heart wishes. You’re meant to kayak, explore, wine taste, shop and adventure. Simply put: you’re Meant to Be Here.
The Meant to Be Here campaign highlights the pillars that are most important to the destination, while creative messaging forges an emotional connection with target audiences through engaging videos and ads both animated and static. To further strengthen the campaign’s reach, the website was also refreshed to align with campaign visuals, ensuring a full-funnel experience for potential visitors to truly see themselves belonging in Napa.
A campaign with such a simple, yet powerful message was sure to garner results. Our audience agreed: they really were Meant to Be Here.
- 39,796,309 Impressions
- 538,041 Website Visits
- All tactics far surpassed industry benchmarks
Although the City of Napa was a well-established destination for enthusiastic wine lovers, their marketing efforts struggled to showcase the depth of experience possible in Downtown Napa. Visitors tended to stray outside of Napa itself to explore the world-famous Napa Valley in its entirety, and this combined with a need to reach a younger generation of travelers looking for under-the-radar wine regions had Downtown Napa asking for our help. The question was: How do you convince a diverse, wide-ranging audience that everything they could want in a destination exists in one walkable downtown?
Time runs at a more relaxed pace in Downtown Napa. Here, meals and wines are slowly savored, activities are designed to gently engage all your senses and moments are crafted to remember forever. In Downtown Napa, you’re invited to immerse yourself in a vineyard tour, grab a window seat on the wine train, revel in the many spas or perhaps soar above the valley in a hot air balloon. There’s no rush – you can simply enjoy the luxury of time well-spent, and revel in the fulfilment of everything your heart wishes. You’re meant to kayak, explore, wine taste, shop and adventure. Simply put: you’re Meant to Be Here.
The Meant to Be Here campaign highlights the pillars that are most important to the destination, while creative messaging forges an emotional connection with target audiences through engaging videos and ads both animated and static. To further strengthen the campaign’s reach, the website was also refreshed to align with campaign visuals, ensuring a full-funnel experience for potential visitors to truly see themselves belonging in Napa.
A campaign with such a simple, yet powerful message was sure to garner results. Our audience agreed: they really were Meant to Be Here.
- 39,796,309 Impressions
- 538,041 Website Visits
- All tactics far surpassed industry benchmarks
A campaign with such a simple, yet powerful message was sure to garner results. Our audience agreed — and all tactics far surpassed industry benchmarks.
