LAKE COUNTY, Calif. – Lake County’s Tourism Improvement District and Cubic Creative revealed a new logo, creative campaign and a marketing strategy for 2020 to a packed audience at the Robinson Rancheria Resort and Casino on Wednesday.

The goal of this effort is to attract more overnight visitors to Lake County.

Cubic partnered with the TID after a lengthy selection process.

“They asked the right questions from the start, put boots on the ground to understand who we are and backed up everything they did with research and data,” said Michelle Scully, deputy Lake County administrative officer and TID Board member, “We are fortunate to be working with them.”

The immersion process included four insight group sessions with over 60 lodging, business, attraction, government and education representatives. Cubic also conducted street interviews and had several personalized tours of the county by boat, plane and automobile.

A market segmentation study helped to identify target audiences for the area. This study evaluated the profile of travelers that have been to key locations throughout the county.

The result of this in-depth research is the brand identity and marketing campaign that was presented to the community this week.

Lake County’s new logo is an earthy, hand-drawn font next to the icon of a mountain and the sun or the moon depending on execution.

“It says Lake County with a touch of playfulness, class and a lot of confidence,'' said Lynne Butcher, owner of The Tallman Hotel and TID Board member.

“The Clearly Different creative campaign is designed to reflect only the natural beauty of Lake County but also the spirit of its diverse people,'' said Libby Bender, chief
branding officer at Cubic.

“Lake Countians are archetypical explorers who are strong, independent and just a little bit eccentric,” Bender added. “This has been an interesting and welcoming place for
millions of years, and it’s easy for visitors to feel that right away.”

“Research tells us that those most likely to visit Lake County will share similar traits with the people who live here,” Bender said. “So the goal of the campaign is to stand out
from all of our competitors in a way that is really authentic for Lake County.”

A series of highly targeted, digital messages reflect Lake County characteristics in humorous, playful executions, and will target people within driving distance of Lake
County that match residents’ behavioral characteristics.

The TID’s 2020 Marketing Strategy will also include a rebuild of Lake County’s visitor website and the establishment of an asset bank for creative work.

Formed in December 2018, the Lake County Tourism Improvement District is a nonprofit organization funded by accessing visitors a 1.5 percent fee on lodging revenues.

The proceeds are in turn used to market Lake County to draw more visitors. More information can be found at www.discoveryourlake.com.