Key Challenge
Overlooking the obvious...Sometimes the thing that makes your destination unique is as clear as the nose on your face . . . that is, to everyone but you.  Montrose, Colorado is perched on the rim of the awe-inspiring Black Canyon of the Gunnison National Park – but has done little to leverage that relationship.  Sometimes you just assume that people are making the connection between you and the nose on your face – or the canyon in your backyard.  In fact, in the void of information, visitors were actually connecting the canyon to better-known but much-more-distant Gunnison, Colorado.  Exacerbating the situation was the relative obscurity of the Black Canyon – a direct result of being the newest addition to the national park family and the notorious under marketing of most national parks in general.

Critical Insight
Gaining Perspective...When your destination exists on the very edge of the awe-inspiring Black Canyon, your tourism destiny is clear. Position your community as the portal to this national treasure.  Adding to the allure of the Canyon connection is Montrose’s singular position in the Colorado tourism landscape – non-commercial, arty, western, historical and a haven for diverse outdoor recreation. 

It turns out Montrose offers visitors three times the fun for their travel dollar:   portal to the Canyon, base camp for recreation and home to a western history almost as old, deep and rugged as the Black Canyon itself.

Brand Strategy
North Star recommended Montrose position itself as a historical town in the heart of southwest Colorado on the edge of the awe-inspiring Black Canyon, where it serves as a base for deep adventure and unexpected wonder . . . putting all things in perspective.

The creative concept “Look Deeper” is about taking the time to give this unique and complex place the attention it deserves, and the rewards that come from doing so. It invites visitors to take their time exploring the spiritual and life-changing experience that is the Black Canyon.  At the same time it encourages people to “look deeper” into a town that’s more than just a tourist attraction or a mark on the map. 

 

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”!)

 

Recognizing the potential of the tourism brand for promoting the interests of area merchants and businesses, the Montrose Association of Commerce and Tourism partnered with North Star to extend the brand for the purposes of economic development and community enrichment.

 

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 Montrose. All were designed to help them wear their brands like a second skin.

• Implement a text for info campaign - The campaign will drive traffic to the Montrose mobile site and provide retail and restaurant incentives and information.
  

  
  
• Initiate a program for retail recruitment - Develop retail marketing materials such as a retail recruitment packet or brochure and retail promotions piece (to include print materials, web presence, social media, and public relations)
  
  
  
  
• Develop Brand merchandise - Create an expanded selection of branded merchandise/promotional items to sell at the Visitors Center, at special events and through partnerships
  • Partner with retailers to provide Look Deeper shopping bags. Participating merchants should place their orders through MACT for cost efficiency through bulk ordering.
    
    
  • Coffee shops could offer an oversized mug with the Montrose logo imprinted on the mug and the
    line ―Look Deeper in the bottom of the mug
    
    
• Encourage Customer Loyalty - Develop a customer loyalty card program to encourage shopping local first.
  
  
  
• Create support among local business - Provide local businesses with a branding toolkit, include a new membership sticker for display in doors and windows.
  

Results

• Inquiries are up 23% and Google Analytics show website traffic and page ranking have increased since the launch of the new brand.
  
  
• The brand has recently been adopted by both the City of Montrose and the Downtown Development Authority.
  
  
• The Montrose Association for Commerce and Tourism also produced a video spot. Watch below!

 

 

Kudos

"Montrose struggled with how to position itself in the tourism industry for years. Thanks to North Star we now have a clear direction. Through the extensive research we have learned who our visitor is, where they are coming from and what they do or want to do in Montrose. And the creative work North Star developed is absolutely topnotch. We feel confident that we have the knowledge and the brand to uniquely distinguish ourselves in this competitive marketplace."
- Jenni Sopsic, Executive Director, Montrose Convention and Visitors Bureau