Visit Estes Park Brand Strategy: What is a Brand Promise?
Visit Estes Park has developed a strategy for our destination brand. We want to provide a distinctive, truly one-of-a-kind experience for our guests. A community-focused promise is the basis of all of our efforts, and we hope it will become the foundation for your interactions with Estes Park guests.
Our promise is our destination brand's value proposition -- our commitment to our guests -- defined as the essence of the benefits, both functional and emotional, that visitors can experience in Estes Park. A vitally important aspect of the promise commitment is that it is not just about defining the physical aspects of the destination, but creating an expectation of experience once the guest arrives.
In developing the Estes Park promise, we have had the pleasure of reviewing over 10,000 perceptions from Estes Park guests, community members and residents, travel professionals, and others. Our strategic process has been based on extensive research and will be used as a cornerstone for how we deliver exceptional Estes Park experiences.
After reviewing our research and completing our Brand Assessment, we developed five main opportunities for Estes Park's Brand Promise. We call these our paradigm shifts:
Getaway vs. Gateway
Guest vs. Visitor
Always in season vs. On- or off-season
Favorite vs. One of many
Village vs. Resort
Estes Park Brand Promise
The Estes Park Promise: Your favorite way to experience Colorado, where exceptional, natural outdoor adventures are a way of life. Extraordinary beauty... real wildlife. Welcome to our majestic mountain village where everyone feels like a guest. Everything you want...Better than you imagined.
Delivering the Estes Park Brand Promise: Be A Part of Culturalization
Visit Estes Park utilized Duane Knapp's Destination BrandScience methodology for Estes Park's Brand Strategy development, which is a four-phase process:
- Brand Assessment: Research to analyze how guests, prospective guests, residents, and businesses feel about Estes Park as a destination.
- Brand Promise: Defining the essence of the benefits, both emotional and functional, that guests can expect to receive from experiencing Estes Park.
- Brand Blueprint: Communicate the Brand Promise through distinctive brand messages in marketing creative.
- Brand Culturalization (Delivering the Estes Park Brand Promise): Involve the entire community in delivering the Brand Promise to each of our guests.
Phases 1-3 have been completed, and phase 4 is well underway. Visit Estes Park is conducting several sessions through 2014, detailing how the Estes Park community (businesses and staff, neighbors, community residents, friends) can "deliver the Estes Park Brand Promise" and provide exceptional experiences for our guests. Each session is approximately 90 minutes long, includes a detailed and interactive Brand Guide booklet, and is free of charge to the Estes Park community. To get involved or to schedule a session for your business, please contact Visit Estes Park at 970-586-0500.