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Explore Murrieta Marketing Cooperative Wins Bulldog Award For Best Brand Launch


Media Contact
Katie Ashworth, The Abbi Agency

Explore Murrieta Marketing Cooperative Wins Bulldog Award For Best Brand Launch

Murrieta, Calif. (June. 10, 2020) — Explore Murrieta earned a coveted industry Gold recognition from
Bulldog Reporter for “Best Brand Launch” in the 2020 Bulldog Awards, which recognizes outstanding
public relations and communications campaigns from the past year.

Explore Murrieta worked with The Abbi Agency to create an integrated marketing program designed to
establish a brand, drive awareness of the region in a saturated California marketplace, and increase
bookings through a newly developed Tourism Business Improvement District (TBID) website — each of
these factors being key to the economic and cultural evolution of the region.

“Explore Murrieta has enjoyed working with The Abbi Agency over the past few years and to see our
brand launch surpass our expectations has been nothing short of amazing,” said Patrick Ellis.
President/CEO – Murrieta/Wildomar Chamber of Commerce. “Murrieta is such a unique southern
California destination and we are thrilled to be receiving this recognition.”

To execute the strategy devised during the research and discovery period, a multi-channel annual
marketing plan and three-month creative campaign were created to establish Murrieta as a notable
destination. Beyond putting Murrieta on the map, the campaign sought to elevate the region’s value in
comparison to the two major nearby metropolitan areas by emphasizing the breadth of its points of
difference — and the comparative value of a given stay.

The new brand included a logo, style guide, branded photography, a website, and social media profiles.
To drive brand awareness and generate travel conversions, potential visitors were provided inspiration

through research-backed creative audiovisual content, social proof from like travelers and influencers,
and education from aspirational travel content and news shared through owned and earned media
channels. This outreach program guided consumers through a “buyer’s journey,” coaxing them from
curiosity to direct, on-site booking.

To activate awareness, Explore Murrieta partnered with three sets of audience-aligned influencers to
activate the brand tagline, “Pairs Well With Adventure.” The agency then deployed the multimedia
assets collected from these influencer activations through a multi-channel content campaign that
included social media, email marketing, blog content and video advertisements.
Explore Murrieta intends to continue its multimedia marketing efforts and to build a compelling
narrative about Southern California’s best-kept-secret.


About Explore Murrieta:
One of Southern California’s best-kept-secrets, Murrieta is a regional gem inlaid in the expanse between
Los Angeles and San Diego. Replete with fashionable dining options, sweeping vineyards, unique
outdoor experiences, and bluebird skies year-round, this California community is an attractive and
affordable locale for the discerning traveler in search of a unique California getaway. Visitors and media
can learn more by visiting https://exploremurrieta.com.

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