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.

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:

  • 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.

  • 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.

  • Authentically hip

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

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.

digital services

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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
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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.