The experience is the destination. It’s the ability for the visitor to immerse themselves into the environment that’s the difference between an ordinary vacation and a memory that will last a lifetime. It’s also the difference between a run-of-the-mill destination brand and one that captures the imagination of its audience.
We have deep and meaningful experience in destination marketing, positioning and branding. Having crafted product and promotional campaigns for many local, national and international brands alike, we are no stranger to creating audience-centered and powerful brand strategy and creative.
Faces of the Brand
A New Reality for Destination Marketing
Adventure Doesn’t Call, It Roars.
FEATURED DESTINATION PROJECTS
Niagara Falls USA Brand Campaign
Niagara Falls USA Brand Campaign
Once the “honeymoon capital of the world,” the Niagara Falls, New York brand was showing its age. This iconic global destination brimming with breathtaking natural scenery, historic cultural landmarks, and burgeoning economic development deserved a dynamic marketing campaign with a new position and a fresh promise.
Inviting travelers to come “do” rather than just “see," the new platform re-imagines Niagara Falls USA as a true adventure brand, capturing timeless elegance and refined beauty. The modernized logo was unveiled alongside a tagline that embodied the redefined brand:
Where Adventure Comes Naturally
From this foundation, we developed a campaign that drove an integrated, multi-channel marketing strategy, delivering Niagara Falls USA’s specific objectives while reinforcing its umbrella brand position.
Complementing the Travel Guide, the region’s flagship marketing vehicle, a brand anthem video takes viewers on an epic journey, encountering many of the spectacular attractions the area offers.
From print ads to virtual reality, the Niagara Falls USA campaign maintains consistency in their message while engaging and inspiring potential visitors.
Grand Canyon Logo
Grand Canyon Logo
Designing a brand new identity system for the South Rim of Grand Canyon National Park required an involved understanding of the brand’s heritage and culture.
Symbolizing the “grand” experience to the visitor in a recognizable, meaningful way, the new identity serves as the public facing language that reflects the positioning of Delaware North Grand Canyon. Most importantly, it reinforces the Canyon’s brand personality and characteristics that are most meaningful to visitors.
Encompassing the iconic and majestic geography and landscapes, we created a cohesive identity program that was designed to create brand awareness and capture the unique spirit of the Grand Canyon.
A comprehensive Graphic Standards Guide was used to ensure uniformity and consistency across all forms of media within the park. The identity system works to emphasize why so many visitors come every year to be galvanized and educated by the breathtaking views and rich history of the Grand Canyon.
Westin Buffalo Prospectus
Westin Buffalo Prospectus
Promoting a Crown Jewel for the Queen City
Located in the heart of downtown Buffalo in a breathtaking new building, The Westin Buffalo is a shining example of this city’s resurgence.
As such, launching this 4-Star brand known for luxury, elegance and wellness required a microscopic attention to detail. From choosing paper for the collateral to designing outdoor creative, every piece of communication had to capture the sophistication and style of this international brand.
Niagara NOW! Magazine
Niagara NOW! Magazine
Making a world wonder a wonderful experience.
Published annually, the Niagara NOW! is Niagara USA’s primary marketing tool for getting people to explore beyond the world-class attraction that is Niagara Falls. In years past, the Niagara Now! was treated as a large format brochure. This year the project was awarded to FourthIdea and we decided on a different approach.
Taking a more editorial tact, we decided to tell very human stories about the many attractions in Niagara USA from the point of view of the people who live and breathe them everyday. We didn’t just describe the attractions, we detailed the experience you have with them. Utilizing vibrant photography that actually showed emotional reactions to the region, we created a visual narrative that told the story of Niagara USA.
Niagara USA Video Wall
Niagara USA Video Wall
Answering the call for adventure.
As Agency of Record for Niagara USA, we had been in the process of branding the American side of the Falls when we got the call that Niagara USA was going to have a spot on the newly-installed “Welcome to Buffalo Niagara” Jumbotron at the Buffalo Niagara International Airport.
For us, this was a unique opportunity to introduce the world to this natural wonder in a way people had never seen before. Branding the American Side as the Adventurous Side, FourthIdea has positioned Niagara USA as a destination being much more than the Falls, where one can experience an authentic adventure while evading the more obvious tourist traps. We created a video that reinforced this position by showcasing Niagara USA as the place that brings out everything from one’s daring to romantic side.
LAX Farmers Market Digital Kiosk
LAX Farmers Market Digital Kiosk
Helping an iconic brand take flight.
Delaware North Companies Travel Hospitality Services recently brought the iconic Original LA Farmers Market in LAX.
The FourthIdea team designed unique interfaces for multiple merchants from the Original Farmers Market that have their products available for purchase.
Showcasing their offerings and sharing merchant stories through custom-designed tablet interfaces, we built out the content pages for each brand, managed programming and development of the tablet, providing detailed file naming documentation, content requirement documents, testing and client review management, and adhering to careful file release and management procedures.
Niagara USA Digital Campaign
Niagara USA Digital Campaign
Standing shoulder to shoulder.
It’s an age old challenge—how to drive demand for a travel and tourism destination in its shoulder seasons. FourthIdea, working alongside its AOR client Niagara USA, developed an online campaign for the Spring of 2016, to build excitement around an early season adventure in and around the Niagara region.
The result was a meaningful lift in occupancy and the associated lift in per cap spending. Niagara Falls USA proudly represents one of the world’s most famous destinations and the Niagara region at large.
Boise Airport RFP
Boise Airport RFP
A natural winner.
Delaware North’s Travel and Hospitality division was invited to bid on operating and marketing the concessions at the Boise Airport (BOI). Creating an authentic sense of place was critical to the success of the respondents. Further, the most important evaluation criteria for respondents was “how well does your organization understand the Boise community and brand.”
Extensive research led us to an insight into the one thing that unites them—the land. Whether for farming, sightseeing, recreation or industry, the land is central to life in this part of Idaho. Carrying through the concept “It’s in Our Nature” to the traits and mission of Delaware North, FourthIdea developed icons which were used in text throughout the response to create a winning bid for our client.
Few agencies can match our depth and breadth of experience in destination marketing. We’ve had the honor of working with some of the most recognized brands in travel and hospitality.
