Tourism Kingston

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 need to #VisitKingston to see what we mean.

brand strategy

Same sentiment, new positioning.

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 engage 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.

A single brand video can’t tell every story, but sometimes, a single story is all it takes.

brand

creative strategy

Influenced by research, shaped by truths.

The award-winning “Fresh Made Daily” positioning was widely embraced within the local tourism, economic development, and cultural communities. The Kingston brand synthesizes some of the city’s core truths – authenticity, sophistication, surprise, youth, and creativity – and is bolstered by its newly articulated brand pillars:

Authentically hip

A destination that celebrates artisans – the home for impassioned curators and creators, and the birthplace of The Tragically Hip. Here, travellers do what locals do.

Culturally vibrant

A smart, engaged population that embraces creativity. Where ‘different’ is celebrated, and history and architecture are the textural backdrop for modern arts.

Constantly evolving

An old city full of new ideas – an innovation hub at the forefront of the creative and culinary arts. Forever looking for new ways to engage and attract visitors and residents.

Authentic storytelling: Made in Kingston.

To activate Kingston’s brand digitally, we worked with local filmmakers Untold Storytelling to create a series of 14 highly stylized video vignettes, pulling Kingston’s maker community into focus.

marketing strategy

Understanding the audience.

Alphabet® is constantly evolving the Kingston marketing strategy to leverage a master-blend of proven and emerging digital tactics, traditional media placements, experiential activations, and influencer strategies to reach travellers with the right messaging at the right time.

digital

digital services

Putting users first.

Alphabet® has been at the forefront of Tourism 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:

  • Strategy and user experience
  • User interface
  • API/CRM integration
  • Custom coding
  • Front-end web development
  • Data analytics and insights
visitkingston.ca

Not to brag...

aw
ards

Winner

Marketing Campaign Over $50K, Ontario Tourism Awards of Excellence

Tourism Industry Association of Ontario (TIAO)

Winner - Bronze

Summit Creative Awards - Integrated Campaign - Consumer

Summit Creative Awards

Winner - Gold

Summit Creative Awards - Travel/Tourism/Nature Video

Summit Creative Awards

Finalist

Advertising Campaign, Marketing Canada Awards

Economic Developers Association of Canada (EDAC)

Winner - Platinum

Coronavirus Communications, Summit Creative Awards

Summit Creative Awards (SCA)

Finalist

Sustainability: Destination Marketing Organization, Ontario Tourism Resiliency Awards

Tourism Industry Association of Ontario (TIAO)

Winner

Best Use of Search - Travel / Leisure, Canadian 2020 Search Awards

Canadian Search Awards

Winner

Digital Marketing Award, Ontario Tourism Awards of Excellence

Tourism Industry Association of Ontario (TIAO)

Finalist

Marketing Campaign Over $50K, Ontario Tourism Awards of Excellence

Tourism Industry Association of Ontario (TIAO)

Winner - Bronze

Online Campaign, Summit Creative Awards

Summit Creative Awards (SCA)

Winner - Silver

Coronavirus Response - Campaign, Summit Creative Awards

Summit Creative Awards (SCA)

Finalist

Best Citizen Engagement, City Nation Place Awards 2020

City Nation Place World Congress

Winner

Digital Marketing Award, Ontario Tourism Awards of Excellence

Tourism Industry Association of Ontario (TIAO)

Winner

Marketing Campaign Under $50K, Ontario Tourism Awards of Excellence

Tourism Industry Association of Ontario (TIAO)

Finalist

Marketing Campaign Over $50K, Ontario Tourism Awards of Excellence

Tourism Industry Association of Ontario (TIAO)

Winner

Digital Marketing Award, Ontario Tourism Awards of Excellence

Tourism Industry Association of Ontario (TIAO)

Finalist

Marketing Campaign of the Year Award

Tourism Industry Association of Canada (TIAC)

Finalist

Best Communication Strategy

City Nation Place International Awards

Finalist

Marketing Campaign Over $50K, Ontario Tourism Awards of Excellence

Tourism Industry Association of Ontario (TIAO)

Finalist

Tourism Print Collateral, Ontario Tourism Awards of Excellence

Tourism Industry Association of Ontario (TIAO)

Winner

Digital Marketing Award, Ontario Tourism Awards of Excellence

Tourism Industry Association of Ontario (TIAO)

Winner

Marketing Campaign Over $50K, Ontario Tourism Awards of Excellence

Tourism Industry Association of Ontario (TIAO)

To learn how Alphabet® can help tell your story, get in touch, and we’ll get started.