Somewhere To Smile About
Ocean City, Maryland
Event + Social Media
Client since 2022
Ocean City, Maryland, known for its charming boardwalk and lighthearted amusements, was in a state of transition. While the nostalgic offerings held a place in travelers’ hearts, the brand was caught between negative historical perception as a “been there, done that” right of passage and its aspirational future. It needed a clear brand position and new identity that would strengthen its position as a carefree, lighthearted modern beach destination of choice for Mid-Atlantic residents.
How It’s Relevant
- Brand Repositioning & Identity
- Overcoming Negative Perceptions
- Audience Development
- Innovative Brand Activation
End Goal
Helping to improve perceptions of the destination and increase visitation from higher-value visitors.
What We Did
- Developed a new brand platform, positioning Ocean City as Somewhere to Smile About.
- Created an iconic, bold and impactful identity that is embraced by both visitors & residents. The fresh and fun mark is integrated throughout the city and plays a central role in brand communications.
- Created target audience segments to drive growth from values-aligned travelers who stay longer and spend more while in destination.
- Translated the new brand strategy into an ad campaign that demonstrates how Ocean City’s unique, carefree culture makes life feel lighter—fulfilling a key audience desire to find moments
of levity from life’s daily stressors. - Launched Catch A Ride, a mobile brand activation, bringing carefree coastal vibes to the hustle and bustle of major feeder markets—introducing the new brand in a hands-on way and reinforcing Ocean City is only a short road trip away.
Catch A Ride – Brand Activation
Timed to coincide with National Road Trip Day (May 26), we hit the road in the most iconic symbol of laidback nostalgia—a 1960s VW bus decked out with touches of Ocean City—and brought our carefree coastal vibes to the hustle and bustle of the three biggest feeder markets: Philadelphia, Baltimore and Washington D.C.
The activation hosted over 5,000 registered guests at major sporting and cultural events. Guests were greeted by the Smile Squad, who played putt-putt, skee-ball, handed out Smile Swag and encouraged people to register for a chance to win a Road Trip Kit or getaway to Ocean City, complete with a private beach van concierge service.
- Captured first-party data prompting guests to provide their information to participate and opt-in for future communication at their choosing.
- Hosted a media preview in Ocean City in early May and engaged influencers to join the activation at event locations.
Taking Ocean City’s new brand directly to consumers with a mobile brand activation tour.
The Results
“Catch a Ride” drew crowds, contest entries, and winners and garnered an impressive 57% e-mail opt-in rate for future communication.
+7.2 %
Lift in marketing influenced trips
$260
Return on advertising investment (beats the average $211)
+24 %
Lift in positive brand perception