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:
Evolution of the Idea:
Kudos
"North Star has given us a blueprint to help us distinguish Chandler in a very competitive marketplace."
- Kimberly Janes, Tourism Director, City of Chandler.
"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
