Lake Chelan Digital Creative Strategy & Campaigns
I developed annual marketing and content strategies as well as the brand platform, "A Washington Original," to bring tourists to the Lake Chelan Valley year-round, not just in the popular summer months. In addition to the strategic marketing guidelines, I wrote and provided creative direction for ongoing advertising campaigns that appeared online, in print and as radio spots.
The Challenge
The Lake Chelan Chamber of Commerce partnered with PBJS to develop a strategic process supporting sustainable, year-round economic development in the Lake Chelan Valley region of Washington State. Research showed that unaided awareness of Lake Chelan was low and outsider perceptions of the area were flawed.
The Strategy
To build awareness and shoulder-season business, we developed a new visual identity, plus a brand narrative and marketing platform that celebrates all this area has to offer, from wine tasting to skiing (whether on water or snow). Instead of promising “something for everyone,” the new brand driver encourages visitors to create their own traditions in Lake Chelan — all year long.
The Solution
I developed a creative platform, A Washington Original, that Lake Chelan can own outright. To further focus messaging, I created an "originality" brand filter of five regional qualities that test whether content across all marketing channels – from social media posts to TV spots – pays off the brand promise.
Digital itineraries, search and display advertising, and editorial features help people map Lake Chelan’s originality to their own unique interests as Pacific Northwest tourists. For LakeChelan.com, I wrote compelling, actionable home page placements and seasonal landing page copy highlighting the best of fall, winter, spring and summer in the Valley.
The Results
In summer 2015, the Lake Chelan Valley was severely impacted by forest fires, which put not only homes and businesses, but the peak tourist season, in jeopardy.
We quickly mobilized to help the Lake Chelan Chamber of Commerce secure media buys and create an emergency marketing campaign. I developed “We’re Here For You,” a campaign built on the strength of the A Washington Original platform that called upon PNW tourists to return to celebrate Labor Day and the fall harvest in Lake Chelan through digital ads and radio spots heard all over Western Washington.
Roles:
Creative Director
Marketing Strategist
Content Strategist
Brand Platform Creative
Campaign Creative
Copywriter (Digital, Radio, Print)