The Greater Parkersburg Convention & Visitors Bureau Board of Directors recently endorsed the implementation of a new ad campaign promoting the area as a tourism destination in 2008.
In January, Stonewall Marketing, the bureau’s agency of record, proposed four different concepts to the board for review.
“All four concepts were great. But one stood out and really spoke to the natural progression of our existing look,” Greater Parkersburg CVB President Steve Nicely said. “After establishing a brand look two years ago, that included a logo and tag line, we knew it was time to infuse new energy into the campaign and evolve to the next level.”
The bureau’s same red/yellow color palette has been maintained but modified to a new, edgier look that softens the harshness of the colors and creates a bright, visually appealing ad series that will be eye catching among other similar destination ads.
The new concept is also built off the bureau’s existing three-word theme line “Escape. Discover. Play.” Short new clever headlines were developed to compliment the tag line. Seven different themes were created to showcase dining, events, shopping, recreation, history, girls’ getaways and romantic getaways. In addition, one large single photograph replaces the use of multiple photos - focusing on the experience instead of trying to show photos of multiple attractions.
“Recent travel research strongly indicates travelers are far more interested in experience oriented vacations filled with activities and adventures,” Nicely said.
“That being said, history is still a strong attribute and defining characteristic of Greater Parkersburg. It helps define what the region is all about and helps develop a level of expectation for the visitor,” Nicely continued. “Therefore, a historical element along with the theme of the ads being the experience one will have is the new focus.”
“The new look is a natural succession to the brand look,” Stonewall Marketing Accounts Director Buddy Butler said. “We felt keeping the existing colors were key in the process. We also determined a greater need to focus on the overall experience one would enjoy when visiting the area, rather than showing multiple images of attractions as the heroes of the ad.”
“The new campaign was created to also be adapted to multiple applications,” Butler said. “Full page ads are designed to be easily scaled down to smaller unit ads.”
Appropriate ads and collateral materials, internet marketing, and other direct advertising efforts are being developed to support the new branding initiative.
To learn more about the area and upcoming events, visit www.GreaterParkersburg.com
The Greater Parkersburg Convention and Visitors Bureau was organized in 1985 and is an independent, nonprofit corporation dedicated to strengthening the area's economy by marketing Greater Parkersburg as a destination for leisure travel, group tours, meetings and conventions. The Bureau is devoted to providing appropriate services for visitors and its partners.
###
Posted on: February 4, 2008
