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.
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.
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.
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
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.
- 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!
"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