ICONIC DONALD BREN, CHAIRMAN OF IRVINE COMPANY “We all grew together, the community, the community leaders, the community groups and the Irvine Co. and the board of directors. Through a lot of discussion, give and take, we’ve come up with a plan that I’m proud of.”
Newport Beach
Brand Architecture In 2015, Newport Beach & Company conducted extensive research in order to develop a values-based brand-positioning platform that would resonate with both existing and potential visitors on an emotional level. The results of this research are helping to guide Newport Beach & Company to better understand and speak to the personal values that incite people to choose a travel destination. By communicating with the visitors in an engaging way on a sensory level, the hope is that they will become life-long advocates for the destination. Prior to 2015, Newport Beach & Company completed extensive research and branddevelopment work to develop a brand promise for the company as well as a destination brand promise that Newport Beach delivers to visitors, residents, meeting planners, meeting attendees, and all groups who experience the destination. A brand promise is literally a promise or service level that each brand or in this case Newport Beach delivers to each and every person or business who experiences the features, attractions, hotels and people in Newport Beach. A brand is not only a logo but also the brand promise, brand positioning and the DNA of a place or product. Understanding what the Newport Beach brand means to its customers is crucial to how a destination positions itself to speak to those customers. 20 | 2016-17/2017-18 MARKETING PLAN