Crafting Distinction

Working within a niche is a dream. You develop a certain sense of expertise that can’t be achieved when working in broader fields—gaining a deeper understanding of audiences, keeping up with the latest industry trends, and becoming well-versed in best practices.

However, challenges may arise when stakeholders within the niche question your ability to deliver truly unique solutions, especially when collaborating with partners who share similar goals. Could the dream to specialize be seen as an impediment instead of an advantage?

It’s a question that’s all too familiar in the ad agency world. But one doesn’t have to be intimidating. In fact, it can empower us to effectively communicate our process, its inherent value, and the benefits of partnering with an agency well-versed in the complexities of the tourism industry.

Designing Destinations

In destination marketing, every locale boasts its own Unique Selling Point (USP). Whether it’s the allure of a bustling city, the quaintness of an artsy enclave, or the excitement of rugged landscapes ripe for adventure, each destination holds its own unique appeal. For example, the experience you expect from a Caribbean cruise will vastly differ from that of a Western dude ranch. If this distinction is clear, shouldn’t our advertising approach also be distinct?

The discovery phase is pivotal in shaping our strategy to market a destination. It’s a crucial time for gathering information, engaging with locals and stakeholders, identifying strengths and weaknesses, assessing potential threats, and laying the groundwork for building and positioning the brand.

We’ll be the first to acknowledge that every destination comes with its own set of challenges, ranging from accessibility and connectivity issues to shortages in dining or amenities. However, amidst these challenges, each destination boasts its own unique strengths. Some of these strengths extend beyond the physical amenities of the location; they reside in the vibrant personalities of the people who call it home. This is what we specialize in—finding these strengths and bringing them to life with visuals and messaging.

No Room for Cookie Cutters

Every brand we collaborate with receives unique treatment. We create brand and visual standards guides tailored specifically to each partner. These guides serve a dual purpose: not only do they assist our partners in effectively implementing the brand, but they also ensure that our team maintains consistent adherence to established standards. Every detail is meticulously documented, from voice and tone to colors and calls to action. This approach guarantees that each team member has a clear reference point, allowing us to treat each brand individually. We don’t view our expertise as a cookie-cutter; rather, we see it as a paintbrush, enabling us to craft tailored solutions for every brand we work with.

Consider our two partners that both boast the top skiing and outdoor activities in West Virginia: Tucker and Pocahontas counties. Given their apparent similarities, it may be tempting to create one brand and replicate it. However, our discovery phase reveals that these locations are more distinct than they appear. They attract different audiences, peak at different times of the year, and exude different vibes. It’s essential to capture these nuances in the brand to ensure effective and successful marketing of each destination.

These similarities exist with many of our partners; after all, we’re working in a niche. But we’re not here to emphasize the resemblances between the destinations; we’re here to craft distinct identities. Employing a range of tools—from fonts and colors to illustrative and photographic styles, as well as voice and tone—we meticulously tailor our approach. Our commitment to this task is unwavering, and we take pride in the distinctions we’ve established. We’re more than just designers, photographers and writers—we’re creative strategists, fostering connections between audiences and brands, travelers and destinations, skeptics and believers.

Tired of a cookie-cutter approach to marketing your destination? Let DR help you paint a distinct strategy. Get in contact with our team.