Unveiled by Monterey County Convention and Visitors Bureau (MCCVB), “Now is The Moment” is nationwide tourism recovery advertising campaign that aimed to attract more visitors to the area.
Now is The Moment campaign is part of big recovery campaign of the Monterey County. The campaign is just the start, and it will take two or three years to get county’s pre-COVID-19 pandemic tourism numbers.
The Big Sur community and Monterey County as a whole saw more than a $1.8 billion loss in tourist revenue as a result of the COVID-19 pandemic. The city of Monterey itself depends heavily on both conference business and tourism.
Tourism is the county’s number-two industry after agriculture, and a key economic driver of jobs and revenue for the Monterey Peninsula. Agriculture continued during the pandemic, but lots of tourism stopped due to shelter-in-place.
The “Now is The Moment” advertising campaign are scheduled to run for the next five weeks in markets within driving distance – like the Bay Area and Los Angeles, and direct flight markets – like Dallas, Denver, San Diego, as well as in the Midwest and East Coast.
Another phase of promotion for fall and winter travel is under development. There’s more planned for 2022 and then beyond as foreign travel returns.