CASE STUDY:
TRI-VALLEY TOURISM
Brand Assessment
Move over, Napa Valley!
Northern California’s Tri-Valley region (a series of beautiful vineyard and orchard communities 30 minutes east of San Francisco) was an often overlooked and hidden wine country “gem.” The Visit Tri-Valley Tourism Board was seeking to establish a stronger brand profile among target visitors looking for a more affordable, yet still enriching, alternative destination to the wine tasting and resort communities of Sonoma and Mendocino Counties.
Building a Destination Brand
BrandEcho developed and then executed a multi-part brand assessment (which included demographic analysis; online research; constituent interviews with local business operators; customer inquiries; new message development; slogan concepting; and formal brand strategy development) that helped the region to become a more viable player in the West Coast destination tourism market. The aim? To truly get “inside” the community and understand the needs and ambitions of the tourists and businesses that contributed to the local economy.
The evaluation identified myriad opportunities for the growth of tourism efforts and ultimately helped to guide key marketing decisions. The agency relied heavy on in-depth personal interviews, which gleaned first hand insights from both venue operators and tourists themselves to capture more intimate anecdotes, stories and lifestyle aspirations for the region. Though laborious, the results delivered genuine intel that reflected the true personality and vibe of the Tri-Valley area.
The Brand Campaign Highlighted the Many “Delights”
of the Tri-Valley Wine Country Region
IN YOUR INDUSTRY