Experience Olympia & Beyond

OVERTURNING CONVENTION IN DESTINATION BRANDING

Visitors didn’t know the name of the Olympia-Lacey-Tumwater Visitor and Convention Bureau so weren’t likely to rely on it. The bureau’s look and messaging were dated. The VCB staff was new and the time was right to rebrand Thurston County to draw more than day trippers to Washington’s capital city.


JAYRAY WENT TO WORK

  • Conducted online surveys, focus groups and phone interviews with locals, businesses and visitors to establish a baseline and insights 
  • Guided a brand advisory committee and OLTVCB Board of Directors through a process that redefined the brand
  • Renamed OLTVCB to Experience Olympia & Beyond, supported by data and community input 
  • Staked out the position “never conventional” for the destination and crafted the tagline Decidedly Different
  • Developed a brand messaging platform
  • Designed a new logo that evokes pride in Washington state and its capital city
  • Created a brand style guide including brand visuals, messaging and logo uses
  • Developed a library of professional destination photos
  • Produced a destination launch video series

RESULTS

  • 16,000+ video views in first five days
  • Rapid adoption of brand imagery and messaging by members
  • Board was energized; branding set tone for marketing program