Key Challenge
What do you do when the action's all around you? The small town of Uvalde, Texas was missing out on the tourism business that resulted from millions of Texans heading to the Texas Hill Country and river region for freshwater recreational activities. Although surrounded by adventure and activity, Uvalde itself offers no recreational outlets. And many nearby communities are located at the edge of the same natural attractions, but can offer a more convenient route to the river. Visitors were getting to their recreational hot spots without traveling through Uvalde's city limits.

Critical Insight
Uvalde offers visitors two benefits not found elsewhere. First, unlike other towns touting river retreats, Uvalde is uniquely located in the center of many great natural resources, including the river, making it the regions' hub and most convenient access to the widest variety of recreational activities. Second - and perhaps most important - life slows down in Uvalde. Some of the world's most hospitable people combine with a leisurely pace making your time in Uvalde feel like the calm from the storm of complicated living.

Brand Strategy
Position Uvalde as a welcoming oasis where guests can throw their schedules away.

 

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”!)

 

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

• Tell them to stuff it - Sponsor a community-wide “funky taxidermy” art project where merchants display their most outlandish stuffed critters. Include photographs of winners on the website and in the newspaper. Offer branded prizes such as t-shirts (Use the U in Uvalde to create “U Stuffed It” t-shirts), or funny stuffed animals.
  
  
• Woo them with workshops - Sponsor workshops that tie into the various adventures around Uvalde. Adventurers could participate in workshops either at the start or end of a trip. Examples include, taxidermy, photography and blind making classes.
  
  
• Offer adventure inside your city limits - Keep the excitement levels high with activities that extend the adventure into Uvalde. Suggestions include, target shooting, mechanical bull riding, mechanical rafting, rock wall climbing and tree-climbing contests.
  
  
• Cook up some fun - Hold frequent barbeques where hunters “cook what they kill” using “secret” recipes. Feature special divisions for different types of game. Invite winners back for a big endof- the-season barbeque blowout where a king or queen of the grill is crowned.
  
  
• Hold hunting hurrahs - Extend your season opener hunting bash throughout the season. Invite hunters back in from the field for activities ranging from the “biggest rack on record” to the best “one that got away” story. Offer a slate of activities and events built around the hunting theme. Sponsor similar “festivals” for bird watchers, hikers, and rafters.

Press

Uvalde CVB Director Gives Update on Branding Project

Kudos

"For me the most valuable part of the BrandPrint process was targeting exactly who we are and how to effectively market ourselves.

"North Star was so helpful and professional putting together our BrandPrint project. Their top priority was to produce a quality product we were comfortable with. North Star genuinely cares about their clients and always goes the extra mile when it comes to customer satisfaction!"
- Joanne Nelson, Executive Director, Uvalde Convention and Visitors Bureau