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.

 

Initial Concepts

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 will provide their “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 Kenai Peninsula. All were designed to help them wear their brands like a second skin.

• Gear for adventurers. When adventure seekers click on “Need Gear,” they should be taken to a sampling of Kenai-approved products with which you have licensing agreements. Prizes for contests should always be licensed products, etc.
  
  
  

• Create a customized fulfillment piece

  • Fulfillment piece is your primary tool used once someone has made contact via the web site or some other means. It must be highly sensory and memorable.
  • Since the Kenai is a customized, up close and personal vacation adventure, provide a more personalized destination fulfillment piece.
  • This will require asking for a bit more information at the time of contact. (i.e., ask “What are you MOST interested in doing in Alaska?” Provide a list that corresponds with available covers.) Cover ideas include fishing, boating, bear watching, birding, biking, skiing, kayaking, etc.
    
    
  
  
  

 

Kudos

"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." 
- Shanon Hamrick, Executive Director, Kenai Peninsula Tourism Marketing Council