Key Challenge
How does a small town with DFW airport and a major hotel keep from becoming absorbed by Dallas? This small community had to find a way to leverage its unique background in wine with its strategic location next to this frequently used nearby airport.
Critical Insight
Visitors found Grapevine's downtown area a pleasant contrast to the modern metropolis of the Dallas Metroplex. This insight helped North Star to focus on the getaway attraction of this small town.
Brand Strategy
Position Grapevine as a unique break from Dallas. This unique break from Dallas included combining the business of the area with the relaxing nature of the local wineries and open spaces of Grapevine.
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”!)
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 Grapevine. All were designed to
help them wear their brands like a second skin.
- Reward meeting VIPs - Provide guest baskets and/or Grapevine wine for speakers, VIPs and other designated attendees. Make sure and include a map to Grapevine wineries with the gift.
- Connect downtown with the Texan - Help guests of the Texan connect with downtown Grapevine by sponsoring a free shuttle service. Also, invest in streetscaping directing/leading visitors from the Texan to Grapevine. Finally barter retail space in the Texan. Use that space to sell local wines, art, jewelry, etc. and to provide information about Grapevine to guests.
- Create a rewards program - Provide business travelers with incentives to stay with hotel partners. The membership program, called “Grapevine Vintage Rewards,” is designed to intercept and support repeat
business.
