TDC Press Release On Branding
From: Tracy Louthain
Sent: Wednesday, May 18, 2011 11:22 AM
Subject: Walton County TDC Moving Forward With Brand Evolution - Rls
To follow is news regarding our brand evolution. We’ve attached the release as well and included a jpg of the new logo and tag line. Please let us know if you’d like additional information or an interview.
Best,
Tracy
FOR IMMEDIATE RELEASE
Walton County TDC Moving Forward With Brand Evolution
Logo and Tagline Unanimously Approved by TDC Advisory Council
South Walton, Fla. (May 18, 2011) – Tuesday, the Advisory Council for the Walton County Tourist Development Council (TDC) unanimously approved a logo and tagline developed exclusively for South Walton. The logo and tagline will be presented to the Board of County Commissioners Tuesday, May 24, 2011 for final approval.
Beginning last December, the Walton County TDC embarked on an extensive brand evolution process, consisting of a strategic brand analysis, development of a new brand identity including logo, tagline and multiple creative assets, all supported with extensive consumer-based research and testing. In addition, and since December 2010, the TDC conducted more than 12 public workshops, detailing specific brand evolution findings and milestones, prompting open discussion and public feedback.
“After thoughtful consideration of all the feedback we’ve received, we determined that the overall brand and the philosophy that there is a beach that will appeal to each person within our collection of 15 was solid,” said Dawn Moliterno, executive director of the Walton County TDC. “The new tag line expresses the individuality and choice offered by our beach neighborhoods while clearly and simply capturing the essence of our brand as defined in the brand story. The community feedback is critical and was always part of the evolution plan and we're grateful to all who took the time to attend the workshops and offer their input.”
The logo, developed to support the branding, envelops “Visit South Walton,” an actionable mark prompting travelers to visit the area. Designed to be versatile, the logo can be used with several ways, including with a tagline (as shown), as part of the new branding URL (visitsouthwalton.com) or as an independent logo, depending on the tactical execution.
“In addition to the tagline and logo, we are developing TV, radio, print and digital ads as well as a brand-new website. All of these components are included in the original $1.3 million brand plan approved by the BCC in January and paid for with TDC funds,” said Scott Brannon, Chairman of the Walton County TDC Advisory Council and District 1 County Commissioner. “The advertising is expected to be in the marketplace before the end of summer.”
To support the overwhelming response to the TDC’s co-operative program, the brand evolution process includes the development of a partner “tool kit” aimed to provide partners with print, online and radio marketing tools to be used in conjunction with the TDC’s efforts. Information on the TDC’s brand evolution process, workshops and other important information can be accessed via the partner website at partners.beachesofsouthwalton.com.
“We’re excited about the brand and look forward to the upcoming season which is already pacing well above last year,” said Moliterno. “This new brand’s premise is built on the lasting memories and experiences visitors gain when they visit South Walton. Memories they cherish and ultimately bring them back to our area again and again.”
Charm and scenic beauty define South Walton, a 26-mile strand of beach neighborhoods stretched across Northwest Florida. The white sand beaches and shimmering turquoise waters offer a natural setting, where visitors feel comfortable and relaxed. South Walton delivers an unforgettable experience, filled with lasting memories, traditions and rituals. Home to one of Yahoo Travel’s Top 10 Beaches for 2011, it’s a place people savor and yearn to return year after year. To learn more, visit
www.BeachesofSouthWalton.com.