Key Challenge
Hattiesburg, Mississippi was experiencing an identity crisis. This charming Southern town was looking to increase visitation to the city. But first it needed to identify its own essence. Who was Hattiesburg? And what kind of person would want to visit?
Critical Insight
Visitor profiles and interviews revealed an extremely value-conscious, family oriented consumer who appreciates Southern hospitality – characteristics that Hattiesburg has in spades.
Brand Strategy
North Star positioned Hattiesburg:
For people who appreciate value, hospitality and family in equal measure - Hattiesburg is a charming, welcoming Mississippi town, where visitors can find a good meal, a good deal, good times and good advice, so it feels like you’re with family or friends, even when you’re away from home.
Initial Concepts:
Evolution of the Idea:
