Key Challenge Fishing in a barrel. Seven cities and multiple interest groups were vying for the resources of Sumner County. Where should this conflicted CVB apply its limited funds to get the most bang for its buck?

Critical Insight Visitor profiles and interviews allowed us to focus on a middle-class, blue-collar, outdoor enthusiast.

Brand Strategy Take pre-emptive ownership of Old Hickory Lake.

 

 

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 the Susquehanna River Valley. All were designed to help them wear their brands like a second skin.

• Country Music Stars Home Tour. See the Country Music Stars homes in Sumner County.
  • How many of the 83 country music hall of fame members live in Sumner
    County?
  • Tour of homes–provide incentives for tour operators
  • Boat cruise tours of homes–research popularity of the General Jackson
    lake cruise and offer incentives for a tour operator
    
    
• Fishing Guide of the Year. Solicit votes from guest or residents for the fishing guide of the year.
  • Annual event
  • Based on voting
  • Promoted in literature and web site
  • Distribute in Nashville hotels
    
    
• Promotion to Leverage Lake Positioning. Leverage your lake positioning through a promotion with Bass Pro Shop at Opry Mills.
  • New boat line demo at Old Hickory Lake
  • New fishing tackle demo–maybe an Old Hickory Lake product line
  • Sponsorship of the fish tank (or some other section of store) in exchange
    for cross promoting their store in Sumner County collateral material

Results

• After two years of declining occupancy, the county is on track to have its best-ever fiscal year in 2003.