Key Challenge
The power of two. Sometimes neighboring cities are so busy working competitively that they don’t realize the problem-solving power that comes with combining forces. Such was the case with Shreveport-Bossier City, a duo of culturally diverse communities located next to each other in the twists and turns of Louisiana’s Red River. Historically both cities had faced the same challenge, struggling to stand apart from New Orleans’ destination reputation, which had come to define the entire state. The problem was exacerbated recently when both cities found themselves associated in the minds of tourists with Hurricane Katrina’s devastation that had (and has) New Orleans grabbing international headlines.
How best for this spicy combination of unique destinations to make a name for itself independent of its high-profile cousin? And how can a CVB charged with promoting two cities come up with an identity broad enough to capture all that both places have to offer but defined enough to capture the imagination?
Critical Insight
North Star research found that if these two cities pooled resources and pulled together they could create a powerful brand that resonates beyond the boundaries of just tourism, positively impacting residents and economic development as well. In addition, the diversity of attractions, attitudes, flavors and personalities that result from combining the best of Shreveport and Bossier City make this dynamic duo stand out from New Orleans.
Sure, Shreveport-Bossier City offer many of the attractions that have made Louisiana famous including a thriving casino industry. But they also boast the Red River and a combination of Louisiana and East Texas flavors that have spawned a spicy cultural legacy of food, festivals, fun, retail and industry. The area’s one-two punch of two stand-out communities working cohesively and two stand-out cultures blending fearlessly make for a unique combination that tourists, residents and businesses won’t soon forget
Brand Strategy
North Star recommended a brand platform targeting people with a taste for life and establishing Shreveport-Bossier City as a place where a spicy blend of tastes, textures and cultures creates a feast of experience so life is filled with flavor.
“This brand started working for Shreveport-Bossier City almost immediately,” said Don McEachern. “Both visitation and inquiries are way up. But it is more than the brand; it is how the brand is being implemented. For the first time these cities are working collaboratively, not competitively. They realize that together they form a force in tourism much greater than either city could on its own. And plans are underway to carry this collaboration into other areas of the community including economic development.”
Initial Concept
One of the ways North Star brings your brand to life is with a Brand Identity package, which is the creative representation of your identity. Creative goodies include recommendations for a logo, strap line, color palette, print ads, outdoor boards, t-shirts, websites and more! (Note: The “initial concept” is North Star’s recommendation. As our client’s brand implementation progresses we provide their “evolution of the idea”!)
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 Shreveport-Bossier City. All were designed to help them wear their brand like a second skin.
- Host a brand roll-out “gathering” for residents - North Star does not necessarily recommend that communities hold a public launch of their new brand. Some of the most effective brands quietly inundate the community through low-key grassroots efforts. However, using certain guidelines a brand launch can be successful. Shreveport-Bossier City hosted a big-time brand launch of this unified initiative that had the Mayors of both cities “sharing” center stage cooperatively. This dynamic duo of cities is already making plans for collaborative efforts that expand beyond tourism to economic development and community outreach. Below are a few pictures from the launch.
- Develop brand merchandise - One of the best ways to introduce your brand is with promotional items and merchandise that people can wear, drive, mail and use. The spicy Shreveport-Bossier brand opens up the door for some unique and relevant premium items including:
- Tums or breath mints imprinted with the Shreveport-Bossier logo and a line such as “Sample the Spicy Side.”
- Branded wooden spoons, cookware, aprons, oven mitts, etc. labeled with something like, “Shreveport-Bossier…Spiced for Life” or “Shreveport-Bossier…Come Feast on the Fun.”
- Branded private label products such as “Louisiana’s Other Side Coffee with Rare, Robust Flavor” or “Shreveport-Bossier Hot Sauce…So spicy it’ll take ya to the other side.”
- Create a rose by any other name - Partner with the Gardens of the American Rose Center to create a Louisiana’s Other Side hybrid rose. The rose should be hardy with a spicy, playful color. Unveil the rose to the public as your Brand Rose. Plant it liberally around government buildings, in parks, etc.
- Encourage mixed use development - Shreveport-Bossier is a tempting mix of cultures, flavors and experiences. In the spirit of mixing things up, encourage more mixed-use development …literally incorporating variety downtown or in neighborhoods. As part of this effort, provide tax credits to businesses that add “flavor” to the community through music, arts, restaurants, etc. Merchandise this effort with citizens and businesses.
- Lure new business - Reach out to economic development prospects with a customized feast. Blend their business culture into the food and/or theme of the evening. At the end of the feast give them a goodie bag full of branded food products from the other side (hot sauce, seasonings, coffee, etc.).
