DESTINATION BRANDING & POSITIONING:SOUTHERN OREGONMedford Brand Strategy(Medford VCB/Travel Medford, Oregon, USA)This project supported the efforts of the City of Medford Visitor and Convention Bureau and their surrounding Rogue Valley tourism partners in the collaborative production of a brand strategy and manual that set future marketing, brand implementation and development directions and priorities. The process incorporated in-depth stakeholder and market research interviews, workshops, on-line community surveys, and relevant external industry and trade interviews.KEY CHALLENGEDevelopment of this strategy directly and successfully addressed the likely need for a valley-wide, not just city-wide, destination approach, as well as some of the community self-image and perception factors that had emerged during the consultation process. Besides very productively answering these concerns, the now widely endorsed and fully embraced final brand strategy is generating great client and partner satisfaction. It proved a big local hit, upon its public release. The new destination branding is already revitalizing and refocusing local marketing and seeing the authentic visitor strengths of Medford and the Rogue Valley presented in a far more accurate, heightened, deserving and captivating light.BELLINGHAM-MT BAKERBellingham-Mt Baker Branding Strategy(Bellingham/Whatcom County CVB, Washington State, USA) One of many collaborative projects with branding specialists, Total Destination Marketing. Comprehensive branding and implementation strategy produced. The process included broad based and in-depth consultations with County-wide, industry & government partners and wider industry operators of relevance.The precise concept developed & strategy recommended led to high levels of client & community satisfaction and thorough industry-wide implementation of brand manual's key elements.
BRAND UNVEILING:Medford and Rogue Valley “The new brand is really consistent with our culture. We were in need of a unifying message that everyone can rally around and one that instils a sense of pride and value in our community,” - said Anne Jenkins (Travel Medford).- Mail Tribune (Sthn Oregon)
BRAND UNVEILING:Bellingham-Mt Baker ... Local leaders lauded the focus.“We are expressing to the world literally what we cherish here, what we value here, and what we have to offer here,” Whatcom County Executive, Peter Kremen said.Bellingham Mayor Mark Asmundson called it “dead on.” (In reference to the accuracy of the brand focus.)- Bellingham Herald.com