Case Study
We developed this tourism destination brand for the Napa Valley Destination Marketing Council. The strategy was, of course, to position the Napa Valley as North America’s premier wine tourism destination. We needed to capitalize on the destination’s reputation and heritage, without confining imagery solely to the subject of wine. Reality is, the Napa Valley is a diverse region offering many experiences: wineries, food, spa, outdoor adventure, art, culture, etc. The brand had to focus on the whole – before individual product offerings – and was positioned as a luxury brand. This was a comprehensive tourism brand development program involving many partners and executional elements including the brand itself, advertising, web site and a destination guide magazine design.
