Case Study: Destination Irvine boosts leisure visitation with Noble Studios

Destination Irvine boosts direct traffic 42% with Noble Studios

Destination Irvine, the organization promoting tourism in Irvine, California, faced a challenge. The city was seen primarily as a business and event stopover, with visitors not considering its leisure offerings. Noble Studios was engaged to provide brand strategy and creative services to reposition the destination.

Noble Studios implemented a complete rebrand and the "Flipside" campaign to reveal Irvine's vibrant leisure side. The solution included a bold new visual identity and a digital campaign that reframed reasons for visiting into reasons for staying. The results were strong, including a 42% year-over-year increase in direct website traffic, a 50% increase in conversion rates for partner referrals, and significant lifts in ad engagement and time on site.

Destination Irvine