--- title: "Tourism Kingston: Case Study" date: 2022-08-18T08:33:00-04:00 author: Gregor Terrill canonical_url: "https://www.alphabetcreative.com/work/tourism-kingston/" section: Work --- ![Kingston 2022 strat scaled](https://www.alphabetcreative.com/assets/transforms/_800xAUTO_crop_center-center_none_ns/kingston-2022-strat-scaled.jpg) 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 progressive 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. watch brand anthem 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 to create a series of 14 highly stylized video vignettes, pulling Kingston’s maker community into focus. meet marney meet the brewers meet audrey 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. ### The “I” in Kingston To help Kingston commemorate Canada’s 150th birthday, we proposed a creative public art piece – the “I” in Kingston sign – allowing locals and visitors to interact with the installation and post photos of it on social media. ![5 tk i in kingston](https://www.alphabetcreative.com/assets/transforms/clients/tk/_800xAUTO_crop_center-center_none_ns/5-tk-i-in-kingston.jpg) ![4 tk i in kingston](https://www.alphabetcreative.com/assets/transforms/clients/tk/_800xAUTO_crop_center-center_none_ns/4-tk-i-in-kingston.jpg) ![3 tk i in kingston](https://www.alphabetcreative.com/assets/transforms/clients/tk/_800xAUTO_crop_center-center_none_ns/3-tk-i-in-kingston.jpg) ![2 tk i in kingston](https://www.alphabetcreative.com/assets/transforms/clients/tk/_800xAUTO_crop_center-center_none_ns/2-tk-i-in-kingston.jpg) ![1 tk i in kingston](https://www.alphabetcreative.com/assets/transforms/clients/tk/_800xAUTO_crop_center-center_none_ns/1-tk-i-in-kingston.jpg) ### Food & Drink + Edible Ottawa & Foodism We continue to target foodies with a presence in the LCBO’s Food & Drink publication as well as Edible Ottawa and Foodism magazines, serving up regular editorial content featuring Kingston’s most delicious food, people, and events. ![4 tk print ad closer](https://www.alphabetcreative.com/assets/transforms/clients/tk/_800xAUTO_crop_center-center_none_ns/4-tk-print-ad-closer.jpg) ![3 tk print ad brewery](https://www.alphabetcreative.com/assets/transforms/clients/tk/_800xAUTO_crop_center-center_none_ns/3-tk-print-ad-brewery.jpg) ![2 tk print ad listicle](https://www.alphabetcreative.com/assets/transforms/clients/tk/_800xAUTO_crop_center-center_none_ns/2-tk-print-ad-listicle.jpg) ![1 tk print ad single](https://www.alphabetcreative.com/assets/transforms/clients/tk/_800xAUTO_crop_center-center_none_ns/1-tk-print-ad-single.jpg) ### 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. ![1 tk cross channel collage](https://www.alphabetcreative.com/assets/transforms/clients/tk/_800xAUTO_crop_center-center_none_ns/1-tk-cross-channel-collage.jpg) ![Tk cross channel animated](https://www.alphabetcreative.com/assets/clients/tk/tk-cross-channel-animated.gif) ![2 tk cross channel takeover](https://www.alphabetcreative.com/assets/transforms/clients/tk/_800xAUTO_crop_center-center_none_ns/2-tk-cross-channel-takeover.jpg) ### 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. ![Tk user first animated](https://www.alphabetcreative.com/assets/clients/tk/tk-user-first-animated.gif) ![2 tk user first frontenac](https://www.alphabetcreative.com/assets/transforms/clients/tk/_800xAUTO_crop_center-center_none_ns/2-tk-user-first-frontenac.jpg) ![3 tk user first narcity](https://www.alphabetcreative.com/assets/transforms/clients/tk/_800xAUTO_crop_center-center_none_ns/3-tk-user-first-narcity.jpg) ![4 tk user first influencer](https://www.alphabetcreative.com/assets/transforms/clients/tk/_800xAUTO_crop_center-center_none_ns/4-tk-user-first-influencer.jpg) ### A destination wedding close to home The annual weddings campaign positions Kingston as a vibrant wedding destination, incorporating a tiered partnership program, content development, paid search, and a robust digital marketing program – all while boosting overnight hotel stays and economic activity. ![1 tk weddings website](https://www.alphabetcreative.com/assets/transforms/clients/tk/_800xAUTO_crop_center-center_none_ns/1-tk-weddings-website.jpg) ![2 tk weddings digital ads](https://www.alphabetcreative.com/assets/transforms/clients/tk/_800xAUTO_crop_center-center_none_ns/2-tk-weddings-digital-ads.jpg) ![3 tk weddings collage](https://www.alphabetcreative.com/assets/transforms/clients/tk/_800xAUTO_crop_center-center_none_ns/3-tk-weddings-collage.jpg) ![4 tk weddings pinterest](https://www.alphabetcreative.com/assets/transforms/clients/tk/_800xAUTO_crop_center-center_none_ns/4-tk-weddings-pinterest.jpg) ### Toronto Subway Takeover To reach travellers in Tourism Kingston’s key market of Toronto, Ontario, we worked with the Toronto Transit Commission to take over the St. Andrews subway station for six weeks, showcasing over 160 pieces of engaging creative. ![1 tk ttc takeover](https://www.alphabetcreative.com/assets/transforms/clients/tk/_800xAUTO_crop_center-center_none_ns/1-tk-ttc-takeover.jpg) ![2 tk ttc takeover](https://www.alphabetcreative.com/assets/transforms/clients/tk/_800xAUTO_crop_center-center_none_ns/2-tk-ttc-takeover.jpg) ![3 tk ttc takeover](https://www.alphabetcreative.com/assets/transforms/clients/tk/_800xAUTO_crop_center-center_none_ns/3-tk-ttc-takeover.jpg) ![4 tk ttc takeover](https://www.alphabetcreative.com/assets/transforms/clients/tk/_800xAUTO_crop_center-center_none_ns/4-tk-ttc-takeover.jpg) ![5 tk ttc takeover](https://www.alphabetcreative.com/assets/transforms/clients/tk/_800xAUTO_crop_center-center_none_ns/5-tk-ttc-takeover.jpg) 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 ![laptop](https://www.alphabetcreative.com/static/laptop.png) ![TK laptop](https://www.alphabetcreative.com/assets/clients/tk/tk-2025-screenshot.jpg) [ visitkingston.ca ](https://www.visitkingston.ca/) digital aw ards ## Not to brag... ### 2024 Winner - Silver Summit Creative Awards - Integrate Campaign – Consumer Summit Creative Awards Winner Best Promotional Event, Marketing Canada Awards Economic Developers Association of Canada ### 2023 Winner Marketing Campaign Over $50K, Ontario Tourism Awards of Excellence Tourism Industry Association of Ontario (TIAO) ### 2022 Winner - Bronze Summit Creative Awards - Integrate 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) Finalist Sustainability: Destination Marketing Organization, Ontario Tourism Resiliency Awards Tourism Industry Association of Ontario (TIAO) ### 2021 Winner - Platinum Coronavirus Communications, Summit Creative Awards Summit Creative Awards ### 2020 Winner - Bronze Online Campaign, Summit Creative Awards Summit Creative 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) Finalist Best Citizen Engagement, City Nation Place Awards 2020 City Nation Place World Congress Winner Best Use of Search - Travel / Leisure, Canadian 2020 Search Awards Canadian Search Awards Winner - Silver Coronavirus Response - Campaign, Summit Creative Awards Summit Creative Awards ### 2019 Finalist Marketing Campaign Over $50K, 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) Winner Digital Marketing Award, Ontario Tourism Awards of Excellence Tourism Industry Association of Ontario (TIAO) ### 2018 Finalist Marketing Campaign of the Year Award Tourism Industry Association of Ontario (TIAO) 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) ### 2017 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.** [ contact us ](mailto:info@alphabetcreative.com?subject=Looking%20for%20more%20information) ## More work [ view all ](https://www.alphabetcreative.com/work/) - [ ![Nutrition Homepage Header](https://www.alphabetcreative.com/assets/transforms/clients/_800xAUTO_crop_center-center_none_ns/NutritionHomepageHeader.jpg) Society of Obstetricians and Gynecologists ### Advancing Women’s Nutritional Health ](https://www.alphabetcreative.com/work/advancing-womens-nutritional-health/) - [ ![A smiling but slightly uncertain woman stands behind a table holding a wilted potted plant with trimmed stems and drooping leaves. 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