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.
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
