Chamber Launches New Branding Effort
Winter Park-Fraser Chamber Launches New Branding Effort
–Colorado mountain town dubbed “Colorado’s favorite playground,” focus placed on fun, family-friendly outdoor activities–
–Chamber launches ‘Play Free’ Promotion in conjunction with new branding–
Winter Park-Fraser Valley, Colo. – Winter Park-Fraser Chamber today unveiled its new branding initiative that features a simplified marketing name, new tagline and has created a road map of additional branding initiatives to help build up the area in the next five to 10 years. The marketing facelift, the first of many stages in the branding effort, will affect the look and feel of Winter Park’s online presence and website, advertisements, marketing collateral, and the area’s way-finding signage.
Building the brand
Branding is much more than just an advertisement or logo, according to Karen Ruby, President of Signature Advertising, the company that conceptualized the area’s new brand. Ruby says the brand is the combination of personality, culture and experiences the area has to offer.
“To create a long term, powerful brand, you have to look at where the brand has been, where it is currently, and where you want it to go,” notes Ruby. She adds that while advertising and marketing sell the brand, it is a community effort to create a brand. “It is a long-term project that not only looks at marketing materials, it also looks at the area as a whole, including signage, businesses, infrastructure, culture, amenities, customer service, transportation, offerings, and more.”
To that end, the Winter Park branding initiative included three stages: research, conclusions and creative expressions. The research, from past guests and those interested in traveling within the next twelve months, showed where the Winter Park-Fraser’s strengths lie: in location, natural beauty, outdoor experiences, to name a few. Ruby says it is important for Winter Park to differentiate itself from other mountain towns.
“It’s the emotional experience rather than the setting that is interesting,” says Ruby. She says the research showed that Winter Park excels in providing the best outdoor experiences and outstanding natural beauty without the ‘touristy clutter.’ Satisfaction in a trip – whether you are an adrenaline-seeker or looking for R&R – is defined by the good times and memories made while exploring activities that meet any level of experience, Ruby adds.
“The new brand plays on the area’s strengths,” says Winter Park-Fraser Chamber Director Catherine Ross. “Now we have a long-term goal to help build up the weaknesses so there is future growth that will continue for five to ten years from now.”
Branding design elements
- With the initial rollout of each marketing application, the consumer facing marketing logo has been simplified to be “Winter Park” rather than “Winter Park & The Fraser Valley.” The actual name of the chamber is also simplified to Winter Park-Fraser Chamber.
- The words “Winter Park” and “Winter Park-Fraser Chamber” will be accentuated by a capital “A” in “Park” and “Fraser” that is in the shape of a mountaintop.
- The color palette has been expanded to include brighter, playful, warm tones with orange as the prominent color, while blue and green accentuate as seasonal colors.
- The advertisements are clean and simple, with a single outdoor recreation image that utilizes the “tilt-shift” photography effect (the use of tilt for selective focus, often formulating a miniature scene).
- The messaging and new tagline, says Ruby, is meant to remind visitors of their inner child’s desires to play while in “Winter Park – Colorado’s favorite Playground.”
Ross adds that this fresh look is simply an updated way to reflect what people already love about Winter Park and to encourage even more visitors to check it out. “When people think about Winter Park they tend to have very specific emotional association about it,” says Ross. “Winter Park is easy to get to, naturally beautiful, full of quality outdoor experiences, relaxed, family-friendly, and an all-around fun place to vacation. It’s a mountain destination that offers quality experiences for outdoor enthusiasts year-round, and this new branding package mirrors our offerings perfectly.”
“Play Free” early season promotion
In celebration of the new branding effort, the Winter Park-Fraser Chamber has also announced an extension of its “Play Free” promotion for early ski season, which will run through December 31, 2012. With “Play Free,” visitors who book two nights at a participating lodging property receive $50 on the Winter Park Key Card to spend on their choice of play including activities, dining and shopping.
The Winter Park-Fraser Chamber is a non-profit Colorado corporation created to help further and maintain responsible growth in the Winter Park-Fraser Valley area, located in the Rocky Mountains just 65 miles west of Denver.
Gaylene Ore, Ore Communications, 970-531-2336, email@example.com
Diane Ehlert, Winter Park-Fraser Chamber, 970-283-3548, firstname.lastname@example.org
Sample Ad: Denver/Front Range Billboard for Early Ski Season 2012/13 (look for the board to come alive starting 10/29 for 4 weeks on 6th Avenue near I-25)
Editor’s note: to download one of the new ads visit: http://www.playwinterpark.com/media_center_recent_chamber_releases.html« Back to Overview