Key Challenge Worth it. Due to distance from major roadways, non-visitors had no perception of Rome and often thought of the destination as too "out of the way" to make a trip to the area.

Critical Insight Rome visitors speak highly of its charm and believed that its separation from the major thoroughfares created a relaxing getaway from their hectic lives.

Brand Strategy Tie the obstacle to the reward by stating Rome's distance from major interstates is partly responsible for its unique charm. The Rome experience is worth the trip.

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

• Tell the Berry Story.The story of Berry College is a great one. Create a tour that tells the story and takes visitors to areas of interest that illustrate the story, both on campus and throughout Rome. The tour could
  be available for travel writers, College recruits, College parents, business travelers (and their
  families), tourists, etc. Trained students could lead tours.
  
  
• Connect with the Braves. The Braves are big business in Atlanta and research shows Atlanta is Rome’s top visitation market. It makes sense then for the CVB and the Rome Braves to partner in maximizing the
  city’s connection with the Atlanta Braves. This should increase exposure for the Rome team
  and the city. Some ideas:
  • When a player moves up to the Atlanta Braves, the CVB can send e-mails to Braves’
    ticket holders in Atlanta to see the next round of “up and comers.”
  • The Rome Braves can provide a 30 second promotion for Rome before each game.
  • Lobby the Atlanta Braves to host a contest on their web site to win a trip to Rome to
    see the organization’s newest talent.
  • Make the minor league team available for meet and greet functions with amateur
    sports teams and coaches. The team also could work with Berry College to sponsor or
    put on summer baseball camps.

Results

• RevPAR is up 8.1% in 2005

Kudos

"We are delighted with our brand - it fits us perfectly - we are rolling it out,"
-- Lisa Smith, Executive Director, Rome Convention and Visitors Bureau