Carson Valley Visitors Authority
Legends of The Valley Brand Development
We were tasked with revisiting past research and conducting new informal research to execute a brand audit. We wanted to confirm that the Carson Valley brand was still true and meaningful to its audience. Using research conclusions and brand confirmation, we needed to develop a creative campaign that would connect with the audience emotionally and give them compelling reasons to visit Carson Valley.
Phase 1: Brand Development
- Review research conducted in 2012
- Interview local stakeholders and visitors
- Execute site visits
- Research current tourism landscape
- Review archetypes of target audience
- Make recommendations to brand based on findings
Phase 2: Creative Development
- Make slight modification to brand to include Brand Essence as the personality of the destination
- Develop campaign design to express the people, the geography and the experience
- Present to client, marketing committee and board
- Develop landing page for website to connect the campaign and bring it to life
Phase 3: Launch
- Execute campaign deliverables: print, outdoor, television, online video, online banner ads and collateral
- Work with other departments to express the brand and campaign via social media and public relations
Outcomes
- Campaign generated 50,000+ unique visitors to VisitCarsonValley.org in four months
- Within eight months, website traffic was up 250% over the previous eight months
- Campaign has received positive recognition from the Carson Valley community and neighboring communities
- Addy Award winner



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