Key Challenge
Dealt a losing hand. Home to show girls and gamblers, Galveston Island was known as the happening place for high rollers long before Vegas claimed the title. But changes in gambling laws and moving the city’s primary port to Houston took the zing out of Galveston’s swing, and soon it was known as dullsville. That, coupled with the city’s reputation for having “dirty beaches” due to brown sand, made it difficult to showcase the new and exciting Galveston which has emerged in recent years.
Critical Insight
Colored with characters. Research showed that Galveston Island’s beaches aren’t dirty, they’re colored with the stories of the city’s rich and amazing history! Legendary pirates, prohibitionists, dance hall girls, entertainers, Mardi Gras revelers and gamblers fill the pages of Galveston’s past. And the ghosts and memories of those legendary people and times still whisper in the streets and harbors of the newly galvanized Galveston. Lending to this merging of past and present is the preserved architecture of the Island’s historic homes and downtown entertainment district.
Brand Strategy
Position Galveston Island as a place where legends and lore fill the streets, port and beaches so visiting is an exciting adventure. Invite everyone to be a part of the legend of Galveston.
Line
The Legend Continues
Initial Concepts:
Evolution of the Idea:
Kudos
“This was more than just a tagline, logo and some advertising for the island. North Star’s program involved much more than creative artwork, they gave us ideas for us to help make our brand come to life.”
--Brian Distefano, Marketing Manager, Galveston Park Board
