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Santa Barbara Brightens the Red Carpet

Tara Yantis

The spotlight will be on the red carpet again this weekend with the Academy Awards coming upon Sunday. MMGY and Visit Santa Barbara recently helped kick off this year's awards season with an experiential marketing event at the Golden Globes in January. 

MMGY partnered with Visit Santa Barbara to secure a premium placement in a celebrity gifting suite for the Golden Globes in Los Angeles. The star-studded event was held at the SLS Beverly Hills, a perfect luxury setting to celebrate the glitz and glamour of awards season, and also bring “I Shine In Santa Barbara”, Santa Barbara’s brand campaign, to life.

The campaign is all about how the destination allows you to become the best version of yourself. More than fabulous food, wine and cultural experiences, the destination allows you to explore, unwind and really shine at the things you love to do, whether that’s paddle boarding in the Pacific or indulging on the Urban Wine Trail, a trip to Santa Barbara is an invitation to be your best self. The Golden Globe gifting suite was just one of several experiential marketing tactics this year supporting the “I Shine” Campaign.

Santa Barbara’s gifting suite experience was custom-designed and produced by MMGY. Celebrities were greeted with a tasting of “Red Carpet Red,” an exclusive, limited edition Pinot Noir by Ampelos Cellars in Santa Barbara, produced especially for the event and the award show season. They were also gifted with exclusive Santa Barbara experiences ranging from upscale dining to incredible wine tastings, and more.

Our collective efforts turned out to be a huge success. It helped Visit Santa Barbara earn an estimated 170,364,079 media impressions. While we didn't plan any victory speeches, we're happy to chalk this one up as a great example of partnership. Now back to our regularly scheduled programming. 

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