Travel Santa Ana turned to its local community to create its first brand campaign.
For its inaugural brand campaign project, OC’s ninth and newest destination marketing organization (DMO), recruited Santa Ana-based artists to create their own version of the group’s brand logo. The final art was released this month with four locals providing the first line of Travel Santa Ana signatures.
The campaign, titled “Proud Santanero,” also includes a video series starring eight small business owners that have a multiyear stake in the community, such as Frida Cinema, Charlie’s Tattoo Supplies and Alta Baja Market.
“When it came time to build our brand, we ensured it [was] reflective of the people that live here by including them,” Chief Executive Wendy Haase said.
The DMO plans to continue working with local artists as the campaign progresses.
Travel Santa Ana represents the city’s base of hotels, restaurants and tourism industry.
The DMO was proposed in 2020 when Santa Ana Chamber of Commerce President Dave Elliott teamed with local hoteliers to bring back the city’s visitor occupancy after the onset of the pandemic. The DMO was established this June.
