Key Challenge
"History doesn't sell so well..." It's a sad fact that history doesn't sell as well as it used to. So when Charlottesville, Virginia - a city steeped in the rich tradition of our country's past - embarked on branding, it was looking for something more than history to hang its hat on. How can a community known primarily as the residence of former Presidents Thomas Jefferson, James Madison and James Monroe, attract tourists for whom history may just be a subject taught in school?

Critical Insight
Our research revealed that Charlottesville's historical heritage is more than just the bricks and mortar of past President's homes. Every aspect of this city - from its aesthetics to its attractions to the University of Virginia - is imbued with the quality, class and culture that are exemplified in the ideals of our founding fathers. That's why as other historical cities flounder, Charlottesville thrives. Even if history's not your thing, you'll still thrill to Charlottesville's exceptionally rich tourism experience that is the result of our country's highest standards.

Brand Strategy
For people seeking enlightenment, Charlottesville is the one travel destination where the ideals of our Country’s founding fathers are manifested in the culture of today, so the mind, body and soul are stimulated and inspired.

 

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”!)

 

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

• Play to the Youth. Young people are experts in the pursuit of pleasure. Make sure Charlottesville has
  activities that appeal to kids of all ages.
  • Bring history to life for little ones, bring Charlottesville’s rich history and historic landmarks to life with a series of activities and events geared to children. Historic storytellers and actors on the square,
    tours that focus on what famous historical figures did as children, coloring books, food
    from the olden days, etc. all appeal to the younger set.
    
    
• Take it to the trolleys. Get your positioning line on track, literally! Create a trolley wrap with the line and logo.
  Have some fun with the idea, i.e. “All aboard for happiness.”
  
  
• Go underground. Create an underground radical tour that discovers the lesser known side of
  Charlottesville’s history. Include interesting facts about places and people, stops at sites
  where lesser known events took place, etc. For example, many cities offer ghost tours
  that showcase buildings and places where famous ghost stories took place.

 

 

Kudos

"North Star tailored the BrandPrint program for Charlottesville, allowing our core brand identity to shine in a way that has value and relevance to our visitors. We expect a big return on our marketing efforts in the future."
- Mark Shore, Director, Charlottesville/Albemarle Convention and Visitor’s Bureau