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Rising above the noise with David Brier

12.3 Billion Reasons Tourism Branding Makes Sense

Reading Time: 3 minutes

The Wisconsin Department of Tourism announced that in 2010, Wisconsin tourism generated $12.3 billion in revenue.

This is a story of how one Midwest city took advantage of this profit center to grab its slice of the tourism pie.

tourism branding FOR MIDWEST CITY by David Brier

Learning To See Again

Before I was able to help the town of Osceola rebrand itself and become this:

Tourism Branding in the real world.

I need to reintroduce them to what was “hiding in plain sight.”

So in 2010, I was asked to help brand the village of Osceola, the third city or downtown we were commissioned to brand to help it become a destination worth visiting.

Part of our exercise was to visually capture details of the city that we knew the city of Osceola took for granted.

Part of our exercise was to visually capture details of the city that we knew the citizens of Osceola took for granted.

Here are some examples showing our “visual audit” of this lovely community.

Only after seeing what assets Osceola had could we begin to carve out a voice that would stand out and have meaning for this lovely community.

And for their annual celebration attracting well over 10,000 visitors, we created this poster bringing together the two worlds of wheels and wings (vintage automobiles and airplanes).

Note that this vintage hood ornament married two aspects of this event: as an airplane with clouds which was actually a hood ornament reflected in the shiny hood of this classic car.

The result attracted almost double their attendance in previous years.

Poster Design for Tourism

How Can You Brand What You Can’t See?

These are shown here to see what this lovely city had taken for granted.

They’d forgotten some of the gems they lived with every day.

This is truly the lesson here:
You must never (and can’t afford) to forget your audience’s view of the world.

Yet, when the committee assigned to this project viewed these, their eyes were reborn to see now what they were sitting on.

Is your city keeping its hidden gems buried out of view? I can think of 12.3 billion reasons why you should explore this.

Happy branding.

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How to Find Your Brand's Untold Story: A Case Study
The Coca-Cola Brand: Pop Culture at its Finest [New Video]
Chocolate Sauce on a Balmy Night in a Dimly Lit Cafe
Why Did Your Brand Stop Working?
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For over 30 years, David Brier has worked with large and small companies and startups that refuse to blend in and want — not only a brand that has something to say but — a brand that demands to be heard: to defy gravity and rise above the noise. Read More…

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