Visit Oxnard Announced as Winner of Visit California Poppy Award for Best Brand Advertising Campaign Under $1 Million

Visit Oxnard was honored with a Visit California Poppy Award for the Best Brand Advertising Campaign Under $1 Million category at a ceremony held March 11 at the Gaylord Pacific Resort & Convention Center in Chula Vista. The organization was recognized for its new brand refresh, titled “A Beat Apart.”

The award-winning “A Beat Apart” campaign repositioned Oxnard by embracing the city’s authentic rhythm and cultural identity, transforming its underdog status into a bold brand platform rooted in multicultural heritage, music and community pride. Featuring real local voices and striking visuals, including a hero shot of professional drummer Lindsay Martin performing on an Oxnard-made Pacific Drums & Percussion kit in the crashing waves of the Pacific, the campaign anchored its storytelling in the destination’s real creative energy. A custom soundtrack built from drum beats recorded onsite further reinforced the campaign’s music-driven narrative, while integrated creative, strategic paid media and community-led storytelling delivered strong engagement and performance results.

Among the local faces appearing in the spot is PDP Brand Manager, Rob Dean, who produced the drum sounds for the video and is shown in the video playing in the DW Drums factory showroom. Other local personalities include Kevin Brannon (Reel Guppy Outdoors); Café Dolce Vita owner William Kwon; members of All For One Car Club; athletes from Channel Islands Rowing Club; band members from Los So Lows; Jessica Deciga of Grupo Folklórico Fusión Mexicana and more.

The campaign was developed by creative agency JNS Next, with Jeff Miraglia serving as creative director, Summerland Creative leading production, Tara Howard capturing photography and Search Party overseeing paid media strategy and deployment.

“We’re incredibly proud to see Oxnard recognized with a Poppy Award for ‘A Beat Apart,’ a campaign that celebrates the authentic rhythm of our city,” said Brittney Hendricks, President & CEO of Visit Oxnard. “Oxnard offers something unique along the California coast, a place where culture, coastline and community come together. This recognition from Visit California is a testament to the creativity and collaboration behind our brand refresh, and affirms that our story is resonating with travelers in a meaningful way.”

"California's tourism industry continues to set the standard for creativity and excellence," said Caroline Beteta, president and CEO of Visit California. "This year's Poppy Award winners have demonstrated exceptional innovation in their campaigns, showcasing the incredible diversity and vitality that makes California the nation's top travel destination. We're honored to recognize their outstanding contributions to our industry."

Visit California's biennial Poppy Awards recognize destinations and attractions across California for excellence in tourism marketing and destination stewardship. A panel of industry marketing experts reviewed more than 170 submissions for the 2026 awards and selected winners across eight categories.

The awards ceremony was held during Visit California's annual Outlook Forum industry conference, which took place March 10-12 and was attended by more than 800 tourism industry leaders.

Comedian, actor and host of the California Now podcast Josh Meyers hosted the awards ceremony, bringing his signature humor and deep affection for the Golden State to the evening’s festivities.

2026 Poppy Awards Winners

Best Brand Advertising Campaign
($1 million & up)
● San Diego Zoo 'Pandas Are Coming' Brand Campaign – San Diego Zoo Wildlife Alliance
● We Love LA – Los Angeles Tourism & Convention Board

(under $1 million)
● 100 Days of Belmont at Belmont Park – Belmont Park
● Visit Oxnard Brand Refresh: "A Beat Apart." – Visit Oxnard

Best Content Marketing
● SIXT "Undercover Laker" Program with Lakers Legend James Worthy – SIXT Rent a Car, LLC
● The "Whizzle Stop": The Swankiest Restroom on Rails – Mendocino Railway
● Portraits of San Diego: A Culture of Happiness – San Diego Tourism Authority

Best Influencer Campaign
● OSEA x Murrieta Hot Springs: Reviving History Through Wellness – Murrieta Hot Springs Resort
● "Meet Me at The Flower Fields" Modern Day Pen-Pal Campaign – Visit Carlsbad

Best Public Relations Campaign
● Dino Valley Grand Opening – LEGOLAND California Resort
● Launch of FOSO (Fiber Optic Symphonic Orchestra) at Sensorio – Sensorio
● Visit Anaheim Launches Kid-Powered Imaginagency – Visit Anaheim

Best Strategic Partnership
● Baby Shark's 10th Anniversary x HoJo Anaheim's 60th: A Splashy Family Fun Partnership – Howard Johnson Anaheim
● Travel The Cannabis Trail – Visit Oakland

Best Sustainability or Resilience Award
● The Intersection of Sustainability and Hospitality – The Ranch at Laguna Beach
● Visit Pasadena's Recovery Campaign – Visit Pasadena

Best Trade or Media Activation
● London Week – Visit Newport Beach
● 7 Paintings: The Art of Dining – The Ameswell Hotel

California Welcome Center of the Year
● California Welcome Center - Oceanside – Visit Oceanside

To close the evening, Caroline Beteta, president and CEO of Visit California received the California Dreamer Award, in recognition of her longstanding commitment to travel and tourism and her visionary leadership in creating and guiding Visit California. The California Dreamer Award honors individuals who embody California’s pioneering spirit and have made exceptional contributions to the state’s tourism industry.