The July BrandingWire challenge is a destination - Estes Park, Colorado.
How do you brand a town? My hometown went through a similar exercise (unveiled in 2005) and, whether it’s a dot on the map or a product on the shelf, differentiation and relevance are important.
Standing Out From Ski Resorts & Sundance
Estes Park is a resort town nestled in a high-mountain valley with spectacular mountain vistas, the area teems with wildlife and is a summer destination for tourists. It’s cheaper than ski resorts and close to some of Colorado’s fastest-growing areas in the front range (cities where the bulk of Colorado’s residents live). How will it compete with higher end ski resorts and iconic events like Sundance? Estes will compete by being the alternative.
Estes Park’s rich history shows it is the prime location for hiking, fishing, horseback riding, sightseeing and family-oriented activities. It should always keep this in the foreground.
At the same time, Estes needs to consider the future. Iconoculture feels the trend of sustainable leisure travel will be part of it.
Practical, budget-minded consumers care about the environment (and its effect on their bodies), too. They're looking for sustainable services and products at thrifty price points. America's Best Inns and Suites and Country Hearth Inns and Suites will begin offering EcoRooms that are more energy- and water-efficient. The rooms come with natural and hypo-allergenic toiletries, fragrance-free and nontoxic cleaning products, recycling receptacles.
This is just one way Estes Park could go green.
Estes Park needs to position itself as the antidote to expensive ski resorts and Sundance. Estes offers an authentic adventure, Colorado for the rest of us.
As a result, the new tagline for Estes Park should be Real Colorado.
With its limited funds, the town should initially focus efforts on consumers within diving distance for vacations, day-trips and business events. With half of the population over 50 years of age, the town should also promote itself with residents as being the perfect place for remote reunions. Iconoculture sees multiple generations reconnecting on the road. Why not have the family come to Estes Park?
Get more high-voltage ideas at.BrandingWire. And be sure to check out the BrandingWire team’s individual blogs: Olivier Blanchard, Becky Carroll, Derrick Daye, Lewis Green, Ann Handley, Gavin Heaton, Martin Jelsema, Valeria Maltoni, Drew McLellan, Patrick Schaber, and Steve Woodruff.