Key Challenge
Big beauty is old hat. It’s not enough in Alaska to boast spectacular glaciers, stunning vistas, a mind-blowing array of wildlife or even world-class salmon fishing. Every Alaskan tourist destination can offer travelers the same experience. So what’s the marketing solution for the Kenai Peninsula? This region not only goes head to head with other Alaskan communities for its share of the tourism dollar, but also must battle the almighty cruise industry, which spends $70 million annually on advertising and represents the ultimate of Alaskan travel in many visitors’ minds.
Critical Insight
Offering a sensory smorgasbord. North Star research revealed two features of the Kenai Peninsula experience that set it apart from the rest of Alaska. First, the Kenai Peninsula engages all the senses, delivering thrills and chills as you experience Alaska’s majesty up close and personal – without the insulation of cruise ship plate glass. The wind whips your hair on the train ride. Whale tails splash as you grip the ship rail for balance. Black bears growl so close you can almost feel the heat of their breath. Salmon caught an hour before sizzles on a camp fire. Second, because the Kenai Peninsula offers the full array of Alaskan adventure AND lets you get off the beaten trail, it is the destination of choice when Alaskan locals choose to enjoy a little leisure adventure in their home state.
Brand Strategy
For outdoor adventurers seeking Alaska, the Kenai Peninsula is where all of Alaska’s splendor is an intimate experience, so your sense of awe is personalized and indelibly imprinted on your soul.
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 Kenai Peninsula. All were designed to help them wear their brands like a second skin.
- Determine the areas where the Kenai can play - The Kenai should pursue licensing with retailers that create products in synch with your brand. These include hiking, fishing poles/tackle/gear, gloves, outdoor apparel and camping gear.
- Cross-reference licensing on your web site - When licensing relationships are developed, make sure and gain optimum exposure using your topnotch, high-profile web site.
- Create rack cards that stand out - It can be difficult to design and produce rack cards that stand out among the clutter. Create cards with up-close textures of things found on the Kenai. For example, one cover could be bear fur, another could be fish scales, another splashing water, etc.
Press
Kenai Peninsula Developing a Brand
Talks Focus on Branding the Kenai Peninsula
Kudos
Said Shanon Hamrick, Executive Director, "The project has brought so much attention to the KPTMC that it is elevating the organization to a place it has never been. I can't believe how far we have come in a year...I am to the point where I would recommend branding based on the unifying effects alone."
