Advertisement

Huntington Beach is touted as the ‘Soul of SoCal’ in new branding campaign

Share

Huntington Beach residents can now claim they live in “The Soul of SoCal.”

Visit Huntington Beach, the official destination marketing organization for the city, announced the new brand recently at a meeting at the Pasea Hotel & Spa.

The organization partnered with the Atkins Group, a Texas advertising agency, to create the new slogan.

But the Surf City USA nickname will remain.

Join the conversation on Facebook >>

Advertisement

“Huntington Beach has long been known as Surf City USA and one of California’s quintessential beach communities,” Kelly Miller, president and chief executive officer of Visit Huntington Beach, said in a news release.

“We learned that Huntington Beach resonates deeply as a destination that authentically delivers our brand promise: endless summer, flawless waves, laid-back luxury and an unhurried, welcoming future … that represents ‘The Soul of the SoCal’ experience to our visitors domestically and internationally.”

Councilman Billy O’Connell said he sees this as “great branding” for the city.

“This is Southern California’s greatest city to come to,” he said. “We have great hotels. There’s so much to do for families. There’s great surfing.”

But everyone doesn’t seem so keen on the idea.

According to an HB Citizens for a Better Downtown survey, 96.6% of those asked “hate the new slogan.”

Some residents expressed concerns about the slogan this week on the Facebook group Huntington Beach Community Forum.

“What does Texas know about Huntington Beach?” asked Cindy Dodson Windle.

“More like ‘Souled Out,’ ” Jordan West wrote.

Visit Huntington Beach officials maintain the branding will further promote the city.

A full media campaign is planned for the summer to introduce residents to the new branding, including digital, social and print media, as well as a new website, said Susan Thomas, the organization’s chief marketing officer.

Advertisement

“Our new campaign is focused on storytelling and content engagement around three distinct visitor experiential pillars: laid-back luxury, multi-generational family travel and action sports,” Thomas said in an email.

“Given the dynamic, competitive environment in the travel marketplace in general, and many exciting new products adding to the Huntington Beach experience for visitors, Visit Huntington Beach is following industry best practices by assessing our brand position, including quantitative and qualitative research with leisure and group travelers domestically and internationally.

“Our core brand absolutely continues to be Surf City USA,” she said.

brittany.woolsey@latimes.com

Woolsey writes for Times Community News.

Advertisement