Tourism Kingston
They say it’s not the destination but the journey that counts. In Kingston’s case, that’s only partly true. While the journey of Kingston’s brand evolution has been filled with successes and learnings, you’ll need to #VisitKingston to see what we mean.
brand strategy
Same sentiment, new positioning.
Stakeholder interviews and a strategic review of tourism trends led to key learnings and a newly created positioning for Kingston – one that’s artistic, expressive, and rooted in a progressive approach to engage discerning travellers.
The new visual identity is mature in its simplicity, reminiscent of speakeasies and rare bourbons, gilded mirrors and bistros. It’s bespoke and crafted, a reflection of where makers meet and ideas are born.
A single brand video can’t tell every story, but sometimes, a single story is all it takes.
creative strategy
Influenced by research, shaped by truths.
The award-winning “Fresh Made Daily” positioning was widely embraced within the local tourism, economic development, and cultural communities. The Kingston brand synthesizes some of the city’s core truths – authenticity, sophistication, surprise, youth, and creativity – and is bolstered by its newly articulated brand pillars:
brand
Authentically hip
A destination that celebrates artisans – the home for impassioned curators and creators, and the birthplace of The Tragically Hip. Here, travellers do what locals do.
Culturally vibrant
A smart, engaged population that embraces creativity. Where ‘different’ is celebrated, and history and architecture are the textural backdrop for modern arts.
Constantly evolving
An old city full of new ideas – an innovation hub at the forefront of the creative and culinary arts. Forever looking for new ways to engage and attract visitors and residents.
Authentic storytelling: Made in Kingston.
To activate Kingston’s brand digitally, we worked with local filmmakers to create a series of 14 highly stylized video vignettes, pulling Kingston’s maker community into focus.
marketing strategy
Understanding the audience.
Alphabet® is constantly evolving the Kingston marketing strategy to leverage a master-blend of proven and emerging digital tactics, traditional media placements, experiential activations, and influencer strategies to reach travellers with the right messaging at the right time.
The “I” in Kingston
To help Kingston commemorate Canada’s 150th birthday, we proposed a creative public art piece – the “I” in Kingston sign – allowing locals and visitors to interact with the installation and post photos of it on social media.
Food & Drink + Edible Ottawa & Foodism
We continue to target foodies with a presence in the LCBO’s Food & Drink publication as well as Edible Ottawa and Foodism magazines, serving up regular editorial content featuring Kingston’s most delicious food, people, and events.
Diverse, cross-channel activations
Our approach to the digital ecosystem involves leveraging the strengths and attributes of content and nuancing them for the best performance across key platforms like Facebook, Instagram, Google, and YouTube.
Dynamic, user-first content
We collaborate with content creators, influencers, and partners to create enduring programs that tell Kingston’s authentic story and connect users to its brand.
A destination wedding close to home
The annual weddings campaign positions Kingston as a vibrant wedding destination, incorporating a tiered partnership program, content development, paid search, and a robust digital marketing program – all while boosting overnight hotel stays and economic activity.
Toronto Subway Takeover
To reach travellers in Tourism Kingston’s key market of Toronto, Ontario, we worked with the Toronto Transit Commission to take over the St. Andrews subway station for six weeks, showcasing over 160 pieces of engaging creative.
digital services
Putting users first.
Alphabet® has been at the forefront of Tourism Kingston’s digital presence, providing user-first solutions to a host of complex problems – all while establishing an intuitive framework that continues to set the organization up for success.
Services have included:
- Strategy and user experience
- User interface
- API/CRM integration
- Custom coding
- Front-end web development
- Data analytics and insights
digital
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