Key Challenge
Middle-child syndrome. From flamboyant Provincetown to upscale Martha’s Vineyard, Cape Cod boasts some of the most well-known vacation spots in the country. Yarmouth, a small town in the middle of the Cape, found it tough to compete for tourists with its better-known siblings.
Critical Insight
For many families in search of a vacation destination, Cape Cod appears out of reach. It is perceived to be too expensive, too high-brow and too, well, grown-up for people with children. But Yarmouth is different. Visitors see it as a good value with a central location boasting more lodging than most places on the Cape. Yarmouth makes the Cape experience accessible to families.
Brand Strategy
For people who appreciate the finer things but are looking for value, Yarmouth is a town in the heart of Cape Cod where everything is accessible to families with children (through location, value, attractions and attitudes) so you can experience the Cape on your own family friendly terms.
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 Yarmouth. All were designed to help them wear their brand like a second skin.
- Facilitate a Cape-wide experience - Provide visitors with a slate of Cape-wide experiences beginning with key local attractions in Yarmouth.
- Provide booking agent services - Help visitors book their Cape-wide experience. Also provide maps to -- and information about -- the attractions they will be seeing. Make Yarmouth the home base on all maps.
