Key Challenge
Get off the boat.  This tiny port town of 5,000 offers visitors a totally one-of-a-kind Alaskan experience. But Seward was struggling to compete with the mighty cruise line industry, which spends $80 million annually to lock down the Alaskan tourism trade. How can a town filled with character and characters make an impression with visitors when its resources are slim and its competition is tough?  

Critical Insight
Extensive research in Seward revealed that for visitors, residents and businesses alike this working port city is both a literal and figurative portal to an authentic Alaskan experience. A number of factors contribute to this including the docking of cruise ships in Seward, the Alaskan railroad culminating in Seward, and the wide variety of Alaskan attractions and activities in Seward. Combine the facts that Seward is a portal to authentic Alaska and the internet is a cost-effective portal to potential visitors and you have a marketing plan sure to open doors.   

Brand Strategy
For people who long for “real” experiences, Seward is a tiny port town in Alaska that opens the way to an authentic Alaskan experience so your vacation memories are one-of-a-kind.   

 

Initial Concepts

Evolution of the Idea

 

Brand Action

Bringing a two-dimensional brand to life in a three-dimensional community takes a strong brand action plan. Following are a sampling of action ideas from the hundreds developed specifically for Seward. All were designed to help them wear their brand like a second skin.

• Promote special events on your website. Some ideas include:
• Extreme sports triathlon with rafting, climbing and dog sledding.
• World’s longest fishing tournament. Contest features a year-long competition for the longest fish. Participation requires a photograph of the fish held up against a measure. Post the contest on the web.
• Sea Life Center/University of Alaska speaker series. Topic ideas include natural resources and conservation, outdoor education seminars and sea life and marine biology trends
  
  
• Put together packages - Create “quirky” packages for visitors that provide a certain number of room nights and access to area attractions and restaurants. Promote those packages on the website. Some examples
  include: “Father/Son adventure” package, “Northern Exposure” package, “Meet your husband” package, “Team green” package, “Assist the scientists” package (in conjunction with Sea Life Center), “Take a ride with Seward’ package (train ride, sail, sea plane, kayak, tour boat, dog sled, snow mobile, etc.).