Explore Murrieta has launched a refreshed brand identity under the banner Come Find Your Shine. The new tourism campaign captures Murrieta’s warmth, charm, and adventure-filled spirit. Designed to attract travellers seeking authentic Southern California experiences, the brand invites visitors to embrace relaxation, joy, and discovery.

A Fresh Chapter in Murrieta’s Tourism Story

Murrieta’s tourism board, Explore Murrieta, has stepped into a new era. With President and CEO Patrick Ellis at the helm, the city unveiled its revitalised brand identity on 30 August 2025. Ellis described this launch as the continuation of a journey that began seven years ago with Murrieta’s first tourism brand. The refreshed identity builds on that foundation, reflecting a destination that has matured while staying true to its vibrant personality. Murrieta now aims to showcase itself as both a relaxing and adventurous destination, welcoming travellers to slow down and savour its offerings.

Branding That Captures Murrieta’s Spirit

The updated brand identity was developed in collaboration with The Abbi Agency. At its heart lies the wordmark “Murrieta,” designed with playful, offset lettering. This detail symbolises fun, movement, and the city’s family-friendly vibe. A sun icon inside the “O” radiates warmth, embodying the spirit of Murrieta’s sunny climate and welcoming hospitality. The look is bold yet approachable, combining modern aesthetics with charm. This refreshed visual identity ensures visitors recognise Murrieta instantly as a destination of joy, relaxation, and adventure.

The Power of ‘Come Find Your Shine’

The campaign’s tagline Come Find Your Shine is both invitation and promise. It urges travellers to uncover the moments that bring happiness and light to their lives. Whether it’s sipping wine at vineyard sunsets, marvelling at wildflower blooms, or enjoying a craft beer at local breweries, the message resonates. It also extends to lakeside afternoons, tranquil hot springs, and adventure in scenic hills. Each experience allows visitors to shine in their own way. The tagline captures Murrieta’s philosophy of delivering personal, meaningful experiences that stay with visitors long after their trip.

A Seamless Visitor Experience with Ripe

In line with the brand launch, Explore Murrieta rolled out Ripe, a digital suite designed to simplify trip planning. This tool integrates accommodation, events, and local businesses, making it effortless for visitors to craft their perfect getaway. From selecting boutique stays to mapping out family-friendly events, Ripe provides everything in one place. This initiative shows Explore Murrieta’s commitment to visitor convenience, removing stress and saving time. With “less hassle, more relaxation” as its guiding principle, the platform reflects the brand’s promise to deliver value and ease.

The New Website Enhances Digital Presence

A redesigned website also forms part of the new brand rollout. The site features clean design, easy navigation, and engaging visuals that reflect the new identity. It ensures travellers can discover Murrieta’s attractions with ease. Visitors can browse itineraries, explore event calendars, and access local insights. The website strengthens Murrieta’s digital footprint, ensuring potential travellers feel inspired and informed. In today’s competitive tourism market, such online presence is essential to capturing attention and driving bookings.

Murrieta’s Appeal to Diverse Travellers

Explore Murrieta is positioning the city as a versatile destination. It appeals to road trippers seeking scenic drives, couples looking for romantic escapes, and families in search of affordable fun. Wine and beer lovers are drawn to local vineyards and breweries, while outdoor enthusiasts find excitement in hiking, cycling, and exploring California’s natural beauty. The city is close to coastal attractions and wine country, making it a perfect base for exploring Southern California. By combining affordability with authenticity, Murrieta stands apart from more crowded and costly destinations.

Upcoming Events Elevate the Brand

The timing of the brand relaunch aligns with a full calendar of events in Murrieta. Highlights include The Great Taste of Europa, the Murrieta Rod Run, and the Tour de Murrieta. These events reflect the city’s community spirit and cultural richness. They also provide visitors with experiences that bring the brand message to life. By tying the campaign to real-world events, Explore Murrieta ensures its identity resonates beyond visuals and slogans. Each event showcases the city’s warmth and its ability to create memorable experiences.

Insights from Leadership on the Relaunch

Patrick Ellis stressed that this brand refresh is more than cosmetic. He described it as a reflection of Murrieta’s true character—a sunny Southern California city that blends leisure with adventure. He also underlined the importance of authenticity. By involving experienced partners like The Abbi Agency, Explore Murrieta ensured the brand was not only creative but also rooted in local identity. Ellis made clear that the brand aims to sustain long-term growth, strengthen Murrieta’s market presence, and ensure travellers recognise it as a must-visit destination.

Southern California’s Best Without the Price Tag

Explore Murrieta’s new brand promise—“less hassle, more relaxation”—emphasises affordability and authenticity. Unlike pricier destinations in Southern California, Murrieta offers quality experiences without pretense. Visitors enjoy wine country charm, outdoor beauty, and cultural vibrancy at a fraction of the cost. This value proposition appeals to weekenders, families, and millennials seeking unique yet affordable getaways. By differentiating itself, Murrieta positions itself as a hidden gem in Southern California tourism. The brand promises the best of the region without compromising on quality or character.

The launch of Come Find Your Shine is a defining moment for Explore Murrieta. It combines creativity, digital innovation, and authentic storytelling to attract travellers. With refreshed visuals, engaging messaging, and tools like Ripe, Murrieta is prepared to compete strongly in the Southern California tourism market. The city offers sun-soaked relaxation, adventure, and family-friendly fun. Supported by a packed event calendar and affordable charm, Murrieta is ready to shine brighter than ever. The brand relaunch not only reflects Murrieta’s identity but also secures its future as a destination where travellers find joy and unforgettable moments.

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