Sometimes an afterthought for coastal or valley tourists, Santa Maria is rebranding its image.
The city is spending more than half a million dollars on a new campaign targeted at Los Angeles area travelers.
The campaign aims to convince those vacationers to bypass Ojai, Santa Barbara and Solvang, and instead visit Santa Maria's expansive wine region and reduced-cost hotels.
Overnight stays are a major part of the effort.
The rebranding in part involves a sweeping social media effort.