Instead of an idea around just rest and relaxation, Miss Nothing is all about reviving. It’s sharing and accentuating the energetic and opportunity-filled uniqueness that Santa Barbara offers. This campaign is focused on affluent people ages 25-44 who are hungry for new and exciting life experiences and don’t mind having a packed schedule to get them. They probably live in California but don’t have an accurate vision of what Santa Barbara stands for. They might think it’s a sleepy little beach town. But the people lucky enough to live here, and those who have been, know it as so much more. It’s why the locals don’t want to leave. It’s why people want to come. It’s where one can truly maximize the moment. It’s here in Santa Barbara that you will literally and figuratively, Miss Nothing.