Go Your Own Way to Paducah
Tourism Branding and Audience Research
Audience Identification
Branding
Digital Campaign
Paducah: The City of Many Ways
Go Your Own Way to Paducah
Vibrant, artistic, and full of history, Paducah has a great deal to offer. The Convention and Visitors Bureau needed a fresh perspective on how to attract the right travelers.
Client
Paducah Convention & Visitors Bureau (PCVB)
Released
Timeframe
6-month Engagement
Project Type
Tourism Branding and Audience Research
Key Highlights
Target Audience Identification Brand Identity Logo Design Tagline Creation Digital Marketing Out of Home
Paducah: The City of Many Ways
Overview
Paducah, Kentucky, is a vibrant community located at the convergence of the Ohio and Tennessee Rivers. After years of highlighting their status as a UNESCO Creative City, Paducah wanted to confirm if that designation was still relevant to travelers.
We started by exploring the demographics and motivations of current visitors. Our research team dug into the reasons why visitors were attracted to Paducah in the first place and where they spent their time across town.
Paducah: The City of Many Ways
The Challenge
The reality was harsher than expected. Less than 2% of visitors to Paducah were connected to UNESCO points of interest. It was clear PCVB needed to move away from UNESCO Creative City as their primary identity and invitation to visitors. But they didn’t want to abandon the benefits of the designation entirely.
Paducah: The City of Many Ways
The Solution
Then came the really fun part. Armed with data and insights, our team set to work on refreshing Paducah’s identity. The city’s tourism efforts needed a new look and feel, a new message, and a more accurate set of target audiences. After identifying who was already visiting and taking some time to firm up who we were obviously missing out on, the creative team set their sights on a new logo and tagline.
Modern colors. An inclusive welcome. All wrapped up with a historical bow. Meet the City of Many Ways. The wave-like logo was inspired by Paducah’s serene downtown riverfront, and the “stitch” secondary mark honors the city’s longtime status as the quilting capital of America. Crafted for maximum flexibility, the new brand platform empowers ultra-tailored messages for a diverse set of audiences while remaining true to the inclusive spirit of the city.
Paducah: The City of Many Ways
Paducah: The City of Many Ways
Building from a Strong Foundation
Effective tourism branding reflects the unique character, joys, and heartbeat of the city. That starts with understanding the people who make the city what it is. And then using smart targeting to put the right attractions in front of the people primed to enjoy them.
Paducah's kind of people who already love to visit
Uncovered opportunities for +0.8% YOY increase.
Our team was totally smitten after our first visit.
During the first month of new audience-targeted campaigns.
