FRANKLIN, Tenn. – Visit Franklin is introducing new creative branding that freshens up the look of the vibrant destination with whimsical imagery and partners it with storytelling reminiscent of a personal travel journal to highlight the destination to the leisure, meetings and conventions, and sports travel markets. The new look retains the former name and logo but introduces a fresh, lighter color palate along with the use of a mixed media strategy that will be used across all print and digital applications.
“The new creative we have unveiled fully captures our vibrant destination and the uniquely creative people and places that make it up in a colorful, forward-thinking way that will truly set us apart from other destinations,” said Visit Franklin President & CEO Ellie Westman Chin. “Our goal is to be a place where visitors find themselves unexpectedly connecting their lives and stories to those of our community to create meaningful memories. We aspire for this new creative branding to reflect just that.”
Known as a trendsetter in destination marketing circles, especially its award-winning online strategy and eye for early adoption strategies such as being the first destination marketing organization to partner with Crowdriff – a company now seen as the industry standard for curating user-generated content – the creative team at Visit Franklin searched for a creative agency partner with a similar, trendsetting reputation. Through an extensive RFP process that partnership was found with Nashville-based creative agency GS&F. Working together in an exhaustive evaluation of not only Visit Franklin’s previous branding but also current branding of travel destinations across the United States, Visit Franklin and GS&F identified the critical components of how to best convey the visitor experience in Franklin and throughout Williamson County in a fresh, innovative way.
The new look of Visit Franklin is represented on a brand new website at VisitFranklin.com and will begin appearing in digital advertising immediately. The eye-catching illustrations, created by local artist Kayla Stark, feature iconic landmarks from across Williamson County, as well as everyday favorites from local restaurants, shops, and attractions. When mixed with stunning photography the new creative strategy is not something you find in modern travel branding and precisely the strong visual that is hoped to be a real page-stopper when it appears in ads.
The concept of the new look is grounded in the belief that what matters to the visitor is what matters most and that no matter the activities a visitor is interested in, there is an offering for them in Williamson County. The visually appealing aspects of the campaign will be incorporated with a collection of actual stories from real travelers to Franklin and Williamson County, conveying the memorable, and often unexpected experiences you only find when you slow down and make real connections with a destination.
“With our agency’s roots in Middle Tennessee, we were excited about the opportunity to partner with the Visit Franklin team,” says David Camma, Executive Vice President, Director of Account Management at GS&F. “Through a collaborative effort, the creative vision came to life in a way that was unique to Franklin and its surrounding communities, representing the endearing charm and history that attracts visitors from all over the country. We’re excited to see the impact that this campaign will have on the community and the tourism industry in Franklin.”
Visit Franklin’s most recent annual visitor release showed a record 1.51 million people visited Williamson County in 2016, a 5.9 percent compared to only a 2.6 percent increase nationally, and contributed $452.59 million to the local economy.
In celebration of the new branding, Visit Franklin is collecting new travel stories for future use and giving away an all-inclusive, VIP trip to Franklin for two. People can share their favorite stories from their travels, and enter to win the VIP getaway for two on the new VisitFranklin.com.
ABOUT VISIT FRANKLIN Visit Franklin is the public brand name of the Williamson County Convention & Visitors Bureau. Visit Franklin is the official destination marketing organization for Franklin and the unique communities of Williamson County, Tennessee. Visit Franklin stimulates economic growth through the promotion of travel and tourism assets such as history, music, attractions, entertainment, the arts, and events to visitors from around the world. For information on Franklin and Williamson County, visit us on the web at VisitFranklin.com.
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