Located next to the seaside enclave of La Jolla, CA, Westfield UTC is geographically positioned to be a go-to for tourists and locals alike. It just needed a campaign to match. Enter a three-phase, cross-platform campaign that rebranded the center. And made it the ultimate escape in resort-style retail.

The phased campaign featured subtle shifts in messaging, beginning with a teaser campaign to pique interest and then a Phase II launch that introduced the brand as a tourist destination via a microsite, in-center, OOH, social media and more.

Phase III allowed for increased traction, with targeted and on-point copy for print that led digital guidebooks, in-app content, website, social media, and social-media-meets-IRL executions—and contributed to a combined 7MM earned media impressions.