SAN DIEGO, CA – February 13, 2013 – Digital marketing and technology firm Mindgruve, won a 2014 Poppy Award for Visit Carlsbad’s “Carlsbad is where…” integrated digital marketing campaign. The biennial Visit California Poppy Awards honors the best of California tourism, celebrating innovation in travel marketing. A record number of entries for the Visit California Poppy Awards were reviewed by a panel of industry experts with Visit Carlsbad winning the “Best Digital/Social Media Initiative” category.

As Visit Carlsbad’s Agency of Record, Mindgruve focused on creating a multi-touch campaign that would engage fans, drive brand awareness and increase shareable, user-generated content. Inspired by personal stories from those who visited Carlsbad, Mindgruve provided an engagement platform for visitors to share their memories and experiences. Mindgruve promoted the campaign through a multi channel execution strategy that utilized email marketing, paid media, a microsite and social media, which featured a video contest to collect user testimonials. This approach encouraged fans on both a local and national level to become Visit Carlsbad brand ambassadors delivering the message: “Carlsbad is where great stories are made.”

The campaign’s efforts resulted in a 240% increase in site traffic from social media channels compared with June-August of the previous year and a significant increase in user generated content volume for Visit Carlsbad’s library.

To view the final testimonials page, visit

About Visit Carlsbad
Visit Carlsbad is the Destination Marketing Organization for Carlsbad, CA. It serves approximately 36 Carlsbad hotels ranging from beach bungalows to luxury accommodations by presenting and promoting vacation ideas, packages, attractions and deals for the city of Carlsbad.