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San Francisco Creative Agency TheorySF and Visit Mendocino County Want You to "Find Your Happy"


TheorySF launches first-ever Mendocino County brand campaign


TheorySF today announced the launch of the Visit Mendocino County (VMC) brand campaign. The campaign is the culmination of a significant collaboration between Visit Mendocino County and TheorySF. VMC is the non-profit Destination Marketing Organization that promotes the county to potential visitors.

After winning the competitive pitch, TheorySF, a San Francisco creative agency, conducted quantitative as well as qualitative research across California and learned that unaided awareness levels of Mendocino County were extremely low among Bay Area Gen X and Millennial targets. Furthermore, we learned that our targets value new experiences over the "same old" so our job was to shine a light on all of the amazing activities that our guests can enjoy in Mendocino County, and maybe only there. "We felt this approach would be highly differentiating within the competitive set," said Russell Quinan, Chief Strategy Officer.

TheorySF Chief Creative Officer Chip Sheean adds, "Our goal was to create something visceral that says Mendocino is an incredibly diverse destination that warrants a closer look. We incorporated a friendly voice with a little wink of humor and a bold identity utilizing a retro-fresh orange key tag and a tagline that invites you to ‘Find Your Happy.'"

"Our new brand really represents who we are. We're excited to share it with unfamiliar Bay Area audiences," said Alison de Grassi, Director of Marketing & Media for Visit Mendocino County.

The campaign consists of a new brand identity, outdoor billboards, bus wraps and signage, taxi tops, digital advertising and humorous shareable videos that teach visitors "How to Mendo," all driving to a new integrated website.

TheorySF is a San Francisco based strategy and creative marketing agency that helps clients rapidly evolve their brands and demand generation programs to achieve positive ROI. The firm is a "one stop shop" that deploys deep expertise across strategy, creative, media, social and interactivity. TheorySF's clients include Holonis, NetGear, Riverbed Technologies, Sage Software, Forge, Spark,, Usurance, Ecoterra, Family Radio, Visit Mendocino County, and SF Museum of Modern Art.

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