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Article: Easy assignment? Selling tourists on Santa Barbara visit.(Up Front)(Cimarron Group)
- Article from:
- Los Angeles Business Journal
- Article date:
- January 1, 2007
- Author:
CopyrightCOPYRIGHT 2007 CBJ, L.P. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Santa Barbara is hoping the Cimarron Group--the entertainment marketing firm behind the successful celebrity-driven "See My LA" tourism campaign--can bring more visitors to the Central Coast.
Cimarron took over the high-profile L.A. Inc.'s campaign to hype L.A. tourism that was visible on posters, billboards and in airports in 2004. It helped generate an estimated $64 million in convention business last year.
But will Cimarron's big-time blitz translate into tourism success for Santa Barbara, a decidedly smaller and sleepier beach city?
The company, which boasted revenues of about $30 million in 2002, has designed posters, previews, and teasers ...