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