The Destination Rebrand Every Event Planner Should Study

Anaheim is one of the most recognizable destinations in the country, but recognition does not always lead to consideration.

Visit Anaheim’s research found that roughly nine out of ten people knew the city, yet there was a 64 percent drop between awareness and the number of people who would consider bringing a meeting or convention there. The challenge was not getting people to recognize Anaheim. It was helping them understand everything the destination offered beyond its most famous icons.

In this episode of Event Planner Confessions, Ashley Currin and Sam Monroe sit down with Scott Oklin, Chief Marketing Officer of Visit Anaheim, to unpack the strategy behind the city’s new A-City unscripted positioning.

Scott explains how Visit Anaheim used research, local partnerships, unexpected creative agencies, experiential campaigns, and Anaheim’s real community to build a more emotional and complete destination story. He also shares how local restaurants, breweries, entertainment venues, cultural communities, and unexpected spaces can become part of the event itself.

In this episode, you will learn:

Why Anaheim’s challenge was consideration rather than awarenessHow Visit Anaheim used research to guide its new destination positioningWhy emotional connection can influence destination decisionsHow iconic attractions can introduce attendees to a city’s broader cultureWhy local restaurants, venues, and communities should become part of the event experienceHow destination marketers and event planners can tell a more complete story togetherThe real opportunity is not simply getting people to recognize a destination, but helping them see, feel, and experience everything it can become.