Monterey County Convention & Visitors Bureau is now See Monterey

The Monterey County Convention & Visitors Bureau (MCCVB) is now See Monterey – just one of a dynamic series of changes and initiatives that will shape the trajectory of the organization and its promotion of Monterey County as a world-class destination. The organization is unveiling its new approach today at its Annual Meeting. The approach is a transformative journey including a full rebranding of the destination, the annual Business Plan and a new Visitor Profile Study that provides insights on traveler origin, trip characteristics and spending patterns. 

 

"We are thrilled to embark on this transformative journey as See Monterey. Our new business plan builds upon the successes of last year’s Long Term Strategic Plan while embracing innovation and sustainability for the future,” said Rob O’Keefe, President and CEO of See Monterey. “The rebranding captures the spirit of exploration that defines Monterey County and our elevated approach to planning and research helps us to better grow responsible tourism that ultimately generates community prosperity.” 

 

A Rebranding Journey: Find Your Way Here 

The rebrand is headlined by a new brand platform called “Find Your Way Here” – it’s more than a tagline, it’s an open invitation to not only travel to Monterey County but to seek connectivity within. It speaks to the many paths, literal and figurative, people find themselves on while exploring and enjoying the destination. The new name, “See Monterey,” embodies the essence of exploration and diversity of experiences and provides a streamlined and more recognizable name for the organization. After more than 10 years of “Grab Life by the Moments,” the new tagline, “Find Your Way Here,” reflects a renewed focus on the ways the destination is naturally connected, from the pristine coastline to the redwood forests and verdant valley. The tagline is designed to inspire travelers to have moments of connection with the people you’re with and even within yourself. Monterey County’s composure of several diverse communities offers a vast mosaic of experiences and endless paths, which the new tagline aims to tie all of Monterey County together. A new logo echoes the connectivity of the destination to the organization, alongside fresh color palates, redesigned advertisements and digital footprint. The rebrand follows nearly a year of research and development including focus groups and surveys with drive, short-haul and long-haul markets.

 

 “Monterey County’s superpower has always been ‘inspiration’ and this new approach applies that power towards creating greater authentic connectivity. Connectivity with the natural beauty of the destination and our many diverse experiences,” said O’Keefe. “Our research strongly indicated a desire for a heightened level of natural connectivity and that Monterey County provides it. Not just connections with the place but with friends, family and even within oneself.” No matter where your path takes you in Monterey County, one thing is guaranteed: inspiration is ahead. 

 

A New Business Plan Ushers in a Visionary Era 

Building upon the momentum of last year’s Long Term Strategic Plan, meant to guide the destination and tourism economy into the future, the new 2023-24 Business Plan continues the ongoing effort to drive the potential growth of $2.2 billion in incremental visitor spending over the next decade. Focusing on the innovation and transformation of the destination, this comprehensive strategy maps out a course to further Monterey County as a premiere destination and generate the ideal visitation for our destination, with sustainability efforts and the encouragement of longer stays underscoring the plan. The Business Plan encompasses a multifaced approach, including strategic marketing campaigns, an expansion of the visitor profile study, community engagement and collaboration with local partners and integrated business development sales initiatives – all aimed at fostering sustainable and responsible tourism growth. The evolution to See Monterey aligns seamlessly with its business plan and strategic plan, both designed to reimagine the way visitors view the destination by embracing modern technologies, fostering sustainable practices and creating authentic connections between visitors and the local community.