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 just need to #VisitKingston to see what we mean.
brand strategy
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 progessive approach to engaging 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.
creative strategy
Now widely embraced within the local tourism, economic development, and cultural communities, the Kingston brand synthesized some the city’s core truths of authenticity, sophistication, surprise, youth, and creativity into the award-winning Fresh Made Daily thematic, bolstered by its newly articulated brand pillars:
To authentically activate Kingston’s brand digitally, Alphabet® worked with local video gurus Make Hay Media to create a series of fourteen highly stylized video vignettes that pulled Kingston’s maker community into focus.
marketing strategy
Alphabet® has constantly evolved the Kingston media strategy to leverage a master-blend of proven and emerging digital tactics, traditional media placements, experiential activations, and influencer strategies to reach travellers with nuanced brand messaging at optimal times.
digital services
Alphabet® has been at the forefront of Visit 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:
