Destination Marketing Campaign

Amy Consiglio, PartnerPursuit of Happiness

Perceptions

• Old (vs “young” or

“new”)

• Historically focused

• Tobacco driven

• Been there, done that

• Not memorable,

nondescript

• Pass-through

destination

• Not worth a special

visit

CON

• Quiet, peaceful, small town

• Idea-Driven

• Artistic, quirky

• Beautiful

• Easy to get there

• Great food

• Close to Vineyards

• Family friendly

• Historic

PRO

Brand Currency

FUNCTIONAL REWARD (what is it)

EMOTIONAL RELEVANCE (what it says about me)

PERSONAL RESONANCE (how it makes me feel)

CULTURAL ROLE (what role does it play)

Functional Reward

What is it exactly?

Functional Reward

What is it exactly: A charming southern stop, packed with unexpected finds, that has always welcomed vision and visionaries

Emotional Relevance

How does it make me feel:

Emotional Relevance

How does it make me feel: Makes me wonder what’s next, I’m encouraged to explore

Personal Resonance

What does it say about me:

Personal Resonance

What does it say about me: I’m naturally inquisitive, filled with possibility

Cultural Role

Who would it be:

Cultural Role

Who would it be: Explorer

Currency

What are we selling: Curious Minds Welcome

Brand Currency

FUNCTIONAL REWARD: A charming southern stop, packed with unexpected finds, that has always welcomed vision and visionaries

EMOTIONAL RELEVANCE: Makes me wonder what’s next, I’m encouraged to explore

PERSONAL RESONANCE: I’m naturally inquisitive, filled with possibility

BRAND CURRENCY: Curious Minds Welcome

CULTURAL ROLE: Explorer

Branding Process

RESEARCH: Understand the audience, the motivators, the mindset

STRATEGY: Develop Brand Currency, dimensionalize platform

MESSAGING: Evaluate assets, determine key communications

CREATIVE: Build on insights, industry, experience

Brand Assets

HISTORY

WINEFOOD

ART

Brand Message

HISTORY

WINEFOOD

ART

Why Winston-Salem? Curious Minds Welcome

Key Strategies

DEFINE AND DIFFERENTIATE OUR PRODUCT (boost awareness)

COMBINE TOURISM DRIVERS (increase motivation)

ELEVATE CONSUMER PERCEPTION (reinforce brand currency)

BE INNOVATIVE (drive trial)

Brand Campaign

IN OUR SOUTH