Riverside Convention and Visitors Bureau

Relaunching a destination brand to showcase a NEW ‘SIDE OF CLASSIC CALIFORNIA.

Creating a new, authentic brand, influenced by the craftsman style.

The City of Riverside spent $1.6B over five years to renovate the area, as well as a transformation of the renowned Convention Center. Agency|51 stepped in to fill the city and center with visitors. We started with a full brand rebuild, including discovery and research to ensure that we captured the essence of our destination, and that it also resonated with our “SMERF” meeting market. The “NEW ’SIDE OF CLASSIC CALIFORNIA” was born, and continues as a key driver of the style and spirit for marketing.

Strategy: Brand Launch & Awareness

Client: Valcourt Building Services

Category: Business to Business