'This is Chula' billboards, website promote Chula Vista to San Diegans

Campaign designed to change perception of city
Posted at 11:53 AM, Mar 17, 2017
and last updated 2017-03-17 14:58:37-04

CHULA VISTA, Calif. (KGTV) - Some new billboards across San Diego are promoting the beauty of the city of Chula Vista.

The "This is Chula" campaign came after research showed 35 percent of people polled in San Diego had a negative perception of the city. Another 30 percent had no opinion on the county's second-largest city.

"We want to attract visitors, residents, businesses to the city," says City spokeswoman Anne Steinberger. "This campaign will help show people what Chula Vista has to offer."

The city spent $100,000 on the research and the new ad campaign. The billboards went up in mid-February and will rotate and change locations every four weeks.

The city also launched the website

Business owners in Chula Vista are already thrilled with the results.

"I think it's a really smart thing to do," said Kathy Sparks, the owner of Mangia Italiano. "Since the campaign has started, we've had customers from other parts of the county come in."

"We have our bayfront, Aquatica, the Amphitheater. There are a lot of great things going on in Chula Vista," said Steinberger.