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Greater Zion Brand Overview
- 2. T I T L E T E X T Unifying Entities
- 3. W A S H I N G T O N C O U N T Y T O U R I S M Tourism 2019 and Beyond $1,375 IN TAXES SAVES RESIDENTS
- 4. Brand Audit Weave together Strategic Positioning with mission, vision, values / pillars and brand essence to define the full brand architecture. Define naming structure. What we’ve been up to Strategic Audit Conducted consumer + stakeholder research and audits to find the intersection of brand, category and audiences. W A S H I N G T O N C O U N T Y T O U R I S M Marketing Strategy Approach to three year plan including metrics and measurement.
- 5. F O R M A T I V E R E S E A R C H 75+ Stakeholder Interviews75+
- 6. F O R M A T I V E R E S E A R C H Brand Study 6 States 530Respondents 53% 25-44 age
- 7. Key Takeaways F O R M A T I V E R E S E A R C H 1 2 Zion National Park is the area’s most recognizable tourism asset. With Zion as the fourth most visited National Park in the country, Washington County is home to one of the most memorable tourism names in the world. We have an identity Issue. Most people outside the area don’t connect the area’s greatest tourisms assets with then county name. St. George is well known in state, but less recognized further away. 3 We don’t have an overcrowding issue, we have a distribution issue. Despite a robust tourism environment, as a whole, the area is still a hidden gem to our most valuable visitors - those who stay longer and spend more.
- 8. F O R M A T I V E R E S E A R C H Key Questions How do you utilize the strength of Zion to spread visitors to other areas? How do you benefit from the recognition of the Park and not be dependent on it?
- 10. W A S H I N G T O N C O U N T Y T O U R I S M N A M I N G P R O J E C T Categories, Channels, Names Naming categories created 5 over 100 17 Naming options created Filters utilized
- 11. Does the name represent all of Washington County? Is the name own-able (not currently used / owned by someone else. Is there a URL?) Will the name resonate with consumers? Does it communicate who we are? Does the name make sense? Is the name memorable? Does the name have a ring to it? Is it interesting? Is the name believable / true? Is the name free from negative connotations? Is the name future friendly? (Will it still ring true in 10 years) Will the name resonate with residents of Washington County. Will they be proud of it? W A S H I N G T O N C O U N T Y T O U R I S M N A M I N G P R O J E C T Naming Criteria / Filters 1 2 3 4 5 6 7 8 9 10
- 12. Sports & Adventure General / Family Travelers Events Meeting & Convention Visitor Services International Economic Development W A S H I N G T O N C O U N T Y T O U R I S M N A M I N G P R O J E C T Channel Filters 1 2 3 4 5 6 7
- 13. Brand Manifesto
- 14. Manifesto Video W A S H I N G T O N C O U N T Y T O U R I S M
- 16. Benefit from the recognition of Zion, but not dependent on the park Capitalizes on 3 meanings of “greater”: bigger, better, and area designation Use of Zion was preferred by consumer research Representative of the entire community and tourism offering Local residents can be proud of it Allows us to claim and own Zion Why Greater Zion? 1 2 3 4 5 6
- 17. Design Benefits Features the name in the southwest corner Utilizes the recognizable Utah state shape
- 18. Functional design for a variety of uses
- 19. G R E A T E R Z I O N E X A M P L E S
- 20. G R E A T E R Z I O N E X A M P L E S
- 21. G R E A T E R Z I O N E X A M P L E S
- 22. Behind the Name
- 23. Vision W A S H I N G T O N C O U N T Y T O U R I S M Inspire Greater. Experience Greater. Live Greater.
- 24. Greater Zion is one of those rare places that neither words nor pictures can capture. Our communities are filled with individuals who are energized by nature, and inspired by achievement. When people come for the first time they feel something different here. They feel something greater. The Greater Zion Convention & Tourism Office exists to enhance those feelings and the opportunities they provide. Positioning Statement W A S H I N G T O N C O U N T Y T O U R I S M
- 25. Mission Statement W A S H I N G T O N C O U N T Y T O U R I S M Our mission is to maximize the revenue generated by visitors to create a superior experience for visitors and residents.
- 26. “Metrics show an economy that has capitalized on tourism” “Tourism draws have become labor draws” “Local govts are using [tourism assets] as a way to improve quality of life for residents” “Growth has come from all age groups as they seek the metro’s unique natural ammenities” “Creating an ecosystem with the potential to become the nation’s next great tech hub” Walton Foundation Study 30 Most Dynamic Metropolitan Areas (June 2019)
- 27. How we bring it to life W A S H I N G T O N C O U N T Y T O U R I S M Embrace the energy of our natural surroundings Support the economic drivers of tourism Enhance our recreational opportunities Fuel optimism in our communities Create inspirational experiences Celebrate achievement Reward effort
- 28. Inspire Greater. Experience Greater. Live Greater.
- 50. “You’ve got to think about big things while doing small things, so that all the small things go in the right direction.” - Alvin Toffler
Editor's Notes
- As other communities have grown and begun playing a larger role in the tourism story, we’ve heard from our partners that there was a need for greater representation throughout the county. One of my key goals when I became the Director was to unify all of the tourism entities and develop a cohesive, community-led vision. We put our focus on coming up with a brand that represented the bigger picture – something that would celebrate all that we stand for; something that would resonate with visitors; something that every community could embrace.
- Another thing that has grown is the tax savings that tourism provides to local residents. Because of the tax revenue that comes to this area from visitors, our local personal taxes are significantly lower. We each pay $1375 per household less in personal taxes than we would if we did not have the tax revenue from our visitors. In addition, we get to enjoy the benefits of services and amenities that simply wouldn’t be here without the revenue generated from tourists. Tourism is good for us and we want to make sure it remains good.
- Brand Audit. Strategic Audit. The brand audit gave us specific details about visitor perceptions and name recognition. The strategic audit helped us clearly see the type of visitors that are coming and their understanding of the tourism opportunities available.
- National Search for and Agency Onboarding – listening to history, success, goals, objectives 75 Stakeholder Interviews We conducted stakeholder surveys and in person meetings. We heard from a wide array of stakeholders with varying points of view, including; Washington County Tourism Office staff, TAB board members, mayors, county commissioners, local business owners, outfitters, arts & culture representatives, event planners, hoteliers, restaurant operators and passionate residents of the community.
- Quantitative Brand Research Consumers 530 recent visitors to Washington County across 6 states They had to be familiar with at least Zion, St. George, or Springdale Average age: 25 – 54, 43% college grad Mostly travel as couples, families, friends Ave stay 2-4 nights 50% in hotels We also surveyed over 500 past Washington County travelers across 6 states. And what do you think we found/heard?
- We have an identity issue Zion is the most recognizable/memorable We don’t have an overcrowding issue. We have a distribution issue. The area is still a hidden gem.
- Develop a Brand that helps us capitalize on our key assets to create success in other areas. Questions: How do you utilize the strength of Zion to spread visitors to other areas? How do you benefit from the recognition of the Park and not be dependent on it?
- Naming Process Business Objectives 1) Maximize tourism revenues to create a superior experience for visitors and residents 2) Unite tourism related entities and establish a community-led vision Brainstorm by Category - based on: • Established Names • Major Attractions • Geography/Landscape • Activity • Abstract 100 Different Naming Options Short List Naming Filters Channel Filters Scored Run through focus groups Begin to tell the story.
- Talk about name and logo Not going anywhere, a long term brand with campaign executions to come underneath the overarching umbrella Rationale bullets – suggests we are more than park (pull in from marketing preso) Highlights of logo – incorporation of state shape, name in southwest corner, etc.
- How it works externally: • Highlights of logo • Incorporates the state shape • Name in SW Corner (sense of place) • Show how it is used in Ads, Billboards, Biz Cards, Swag
- How it works externally: • Highlights of logo • Incorporates the state shape • Name in SW Corner (sense of place) • Show how it is used in Ads, Billboards, Biz Cards, Swag
- This one looks good from afar, but it’s falling apart up close
- This image is from Ironworks, not great, but shows a different area of the county
- Could be too soft
- I may have blown this one up a little too large, it’s beginning to break apart
- I don’t know where this image came from, it was in an old presentation
- I may have blown this one up a little too large, it’s beginning to break apart
- This is a shutter stock image that we purchased at the end of last year.