Paso Robles is freshening up its image to tourists, bringing several new slogans to its marketing campaigns after changing its logo in November from traditional to whimsical.
The efforts are spearheaded by the Travel Paso Robles Alliance, a tourism entity that formed in 2008 and oversees the spending of a 2 percent tax on hotels in the city to fund tourism promotion.
The changes don’t affect the city’s official black-and-white oak tree seal used for city business and on its gateway monuments, but they will be seen in new promotional materials.
Two new billboards, for example, were installed near the city’s entrances off north and southbound Highway 101 in May and June. They feature a family bicycling together with a backdrop of blue sky, oak trees and vineyards — and paired with the slogan: “Discover the Pasobilities.”
Other phrases and headlines Travel Paso has recently used or plans to use are:
- Toast to the Pasobilities
“Discover the Pasobilities” has also been used in the tourism group’s digital advertising campaigns, promotion pieces at international tour and travel shows, and at consumer shows, said Amanda Diefenderfer, destination manager for the Travel Paso Robles Alliance.
“It is not solely paired with the biking image, but utilized with a range of images that help to depict the plethora of offerings found in the destination,” Diefenderfer said. “Those images certainly support the family friendly vibe … and also promote the wine, food and other craft beverage attractions for the palate and the growing arts and culture scene the community has embraced.”
Paso Robles was previously marketed with an “Authentic California” slogan, which debuted in 2008. It was paired with a logo featuring blocky font in earth-tone colors. Paso Robles’ new logo, approved in November, uses more vibrant colors in a whimsical font.
Around the same time, the tourism group was re-evaluating whether to keep “Authentic California.”
After reviewing slogan options “and how they resonate with the local community and their effectiveness at inspiring travelers to choose Paso as a destination,” Diefenderfer said the Alliance decided to go with a variety of phrases with the new logo instead of sticking with a single tagline.
Sometimes, depending on the campaign, the new logo won’t be used with a slogan at all, or “Authentic California” may reappear.