"This is Chula" billboard
A “This is Chula” billboard. Courtesy of the City of Chula Vista

San Diego County residents and visitors will be seeing “THIS is Chula” billboards return throughout the region in addition to MTS transit posters, multi-media digital ads and social media engagement.

The “THIS is Chula” advertising campaign was initially launched in 2017 to increase awareness and correct misconceptions about Chula Vista, the second largest city in San Diego County with 268,000 people

The second phase of the campaign focuses on the beauty of the city, its natural landscapes, recreation opportunities, successful businesses, environmental sustainability programs and community pride.

Chula Vista Mayor Mary Casillas Salas previewed the new campaign during her state of the city address earlier this month.

“The success of this creative and engaging campaign surpassed our expectations, won an industry award and was widely embraced by our community members,” Salas said. “The hashtag #THISisChula is now used throughout the region to celebrate exciting announcements in and about our city, and to share beautiful photos that showcase the unique beauty and innovative accomplishments in Chula Vista.”

The website ExploreChulaVista.com that was launched in phase one of the campaign has been updated to reflect the new messaging and features photos from all parts of Chula Vista as wells as links to recreation activities, shopping and dining, cultural arts, schools, concerts, festivals, entertainment attractions, parks, and open spaces.

Chris Jennewein

Chris Jennewein is Editor & Publisher of Times of San Diego.