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In my last few blog posts, I’ve discussed the idea of city branding and why it’s important for all cities. Now that you have a good grasp on the concept of place branding, I’d like to share with you another series of blogs on the topic, which will feature a few of the cities that have gotten it all right. I’m sure it will come as no surprise to you that the first city I’d like to feature is the one and only, New York City (NYC).
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The Situation:Tourism is the #2 industry in Tennessee and is vital to our state’s economy. The Tennessee Department of Tourist Development (TDTD) needed to maximize their media budget and get the biggest “bang for their buck” in impressions as they continue to promote and encourage tourism in the state.
The Solution:
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The Situation:In addition to existing television spots featuring celebrity residents promoting Tennessee tourism, the Tennessee Department of Tourist Development needed a television spot to promote their new Discover Tennessee Trails and Byways initiative. The spots would need to encourage visitors to not only come to Tennessee, but to take these self-guided driving tours through the small towns and more rural areas of the state, both to showcase the area’s “hidden gems” and boost the economies...
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The Situation:Our client, the Tennessee Department of Tourist Development, asked us to create a logo that would help give an identity to the 150-year anniversary of Tennessee's involvement in our nation's Civil War.
The Solution:Many ideas ran through our head. One major decision was whether to go with guns, drums, flags or hats. Shapes to consider were vertical, horizontal, circle or square. We were hesitant to go with an extreme...
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The Situation:Each year, the Governor of Tennessee, in association with our client, the Tennessee Department of Tourist Development, holds its annual "Governor's Conference on Tourism" for businesses and organizations in the state who are involved in the tourism industry. We were asked by our client to compile an extremely large amount of information from many different sources and produce the 2009 Annual Report on Tourism. This Annual Report would serve as a guidebook...
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The Situation:Tennessee Department of Tourist Development attends many different trade show events throughout the year. The National Tour Association (NTA) held an event in which our client needed a sales collateral piece that highlighted the newly announced "Discover Tennessee Trails and Byways" program.
The Solution:Knowing that a lot of collateral can be handed out as well as received, we wanted to create a piece that carried the existing Tourism brand, but introduced the new "Trails and...
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The Situation:National print advertising is one way the Tennessee Department of Tourist Development promotes the state. Country music superstars Rascal Flatts were chosen to be the spokespeople for this Tourism initiative. We were given the opportunty to use state-supplied photography, as well as Rascal Flatts photography, to develop a print campaign that supported the "Discover Tennessee Trails and Byways" program. Sizes for full-page and half-page...
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It was the King of Rock and Roll verses the King of Pop. Sadly for Elvis, he was forced to "Beat It” by Michael Jackson, in Forbes’ annual list of top-earning dead celebrities. As a native Memphian, I am obviously very proud of the music and passion Elvis brought to Memphis. His love of music and influence on the industry is very prevalent in Memphis’ current live music-scene.
I am a music enthusiast and a travel advocate, so I was extremely thrilled to see...
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Grabbing a share of the national spotlight for a Washington, D.C. hotel during the Inauguration of Barack Obama. Read more.
Designing and writing a flexible media kit for a wide variety of needs. Read more.
The launch of an online brand campaign introducing a partnership between SVP Worldwide and Martha Stewart. Read more.
Through package and collateral design, as well as national advertising, we increase sales by inspiring new sewers to enter the craft and convince the experienced sewer to trade up when purchasing new equipment. Read more.
A new fashion line for young women seeks to create an interactive community on Facebook. Read more.
Identity development project to represent Tennessee's Civil War Sesquicentennial, celebrating 150 years. Read more.
To concept and develop a print advertisement that can be flexible to insert imagery from different areas of the state depending on the publication's target audience. Read more.
White | Thompson created an educational video that gives an in-depth look at these SIMPLE steps we are promoting. Read more.
White | Thompson created a new PSA TV spot for TDOT's Adopt-a-Highway Program. Read more.
The Tennessee Department of Tourist Development needed a television spot to promote their new Discover Tennessee Trails and Byways initiative. Read more.
