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 just 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 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.

more of our work

creative strategy

Influenced by research, shaped by truths.

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:

more of our work
  • Culturally vibrant

    A melting pot of diverse café owners, artists, makers, writers, brewers, tour guides, tattoo artists, and chefs is to thank for Kingston’s charming vibe.

    read post
  • Constantly evolving

    Kingston’s seasonal influx of university and college students means the city remains perpetually fresh – a dynamic energy shared by its creative community.

    read post
  • Authentically hip

    A nod to Kingston’s local creators, dynamic music scene, and claim to being the birthplace of the Tragically Hip.

    read post

Authentic storytelling: Made in Kingston.

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

Understanding the audience and how they behave.

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.

Toronto Subway Takeover

To reach travellers in our key market of Toronto, Ontario, we worked with the Toronto Transit Commission to take over the St. Andrews subway station for six weeks with over 160 individual pieces of engaging Kingston-based creative.

content marketing
content marketing
content marketing
content marketing

Foodism + Edible Ottawa

We hit local foodies hard with a continued print presence in Edible Ottawa and Foodism magazines, serving up regular editorial content featuring Kingston’s most delicious food, people, and events.

print media
print media
kingston takeover

Diverse, cross-channel activations

Our approach to the digital ecosystem involves leveraging the strengths and attributes of content and nuancing them for the best performance across key platforms like Facebook, Instagram, Google, and YouTube.

digital media
digital media

Dynamic, user-first content

We collaborate with content creators, influencers, and partners to create enduring programs that tell Kingston’s authentic story and connect users to its brand.

content marketing
content marketing
content marketing

Pop-Up Kingston

We relaunched the Kingston brand in its key market of Toronto by bringing the best of Kingston to the Ossington core, immersing locals in a weekend of music, food, and artisans.

experiential
experiential
experiential

digital services

kingston laptop kingston laptop

User-first Digital Solutions.

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:

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

Not to brag...

aw
ards

Winner

Tourism Digital Marketing Award

Ontario Tourism Awards of Excellence

Winner

Best Tourism Marketing Campaign Under $50K

Ontario Tourism Awards of Excellence

Finalist

Marketing Campaign of the Year

Canadian Tourism Award

Finalist

Best Communication Strategy

City Nation Place Awards

Finalist

Best Print Collateral

Ontario Tourism Awards of Excellence

Winner

Best Tourism Marketing Campaign Over $50K

Ontario Tourism Awards of Excellence

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

More of our work

view all projects

Parques das Aves

A brand of intent: Parque das Aves
read the whole story

CREA

A trusted brand for a national authority
read the whole story