Whether you’re looking to explore rich, cultural opportunities or participate in scenic outdoor activities, Delaware County, Ohio provides a wide range of options for everyone to enjoy, no matter your age. In an effort to further promote tourism and attract visitors to this region, the Delaware County Convention & Visitors Bureau (CVB) recently partnered with Origo Branding Company to design and develop a new tourism advertising campaign. The goal of the new campaign was to encourage tourists to take an overnight stay or extended weekend vacation in Delaware County and explore the different attractions that the region has to offer.
Research & Discovery
We kicked off the new advertising campaign by leading different research exercises to provide us with a better understanding of key messaging strategies and insights to help guide the creative development of the campaign. This included:
- BRAND & MARKETING AUDIT: An audit of the current marketing touchpoints (including the CVB website and visitors guide), positioning statements, and attraction offerings of Delaware County, identifying the strengths and challenges of the current marketing tactics.
- COMPETITIVE ANALYSIS: Research of tourism campaigns for similar organizations, helping to identify opportunities in the new advertising strategy when developing creative recommendations.
- WORKING MEETINGS & SURVEYS: Survey among internal and external stakeholders of the organization, helping to identify perceptions, goals, and insights for the new creative strategy.
New Campaign Strategy
We then used the insights and knowledge gained in the research phase to develop a new campaign strategy geared primarily towards families and millennials. After hours of creative development and working meetings, we developed a campaign concept titled “So Much to Explore,” highlighting the wide array of activities and experiences Delaware County offers to individuals at every age.
This new campaign concept utilizes an approach that advocates the variety of options and activities to explore in Delaware County. We emphasize themes of convenience and exploration through catchy headlines, such as:
- “Surf & Turf”
- “Food & Flights”
- “Style & Solitude”
- “Pamper & Prowl”
Upon developing the conceptual direction of the new advertising strategy, we applied the design and messaging elements to the following touchpoints:
- Print Ads
- Digital Ads
- Social Media Ads
For each of the print and digital touchpoints, we developed segmented messaging to effectively address both millennials and families.
A Bright Future for Delaware County
So far, the new Delaware County Tourism Campaign has been successful in helping to generate greater engagement among families and millennials for the attractions and offerings of Delaware County. We look forward to watching the campaign continue to grow momentum over the coming months.