It’s been just over three months since we kicked off work to promote tourism to Duluth, and earlier this week we had the pleasure of debuting the new brand and marketing campaign to more than 100 industry members and city leaders in Duluth. This debut was the early culmination of our work with our partners at Lawrence & Schiller, along with other dedicated partners and entities in the Duluth Tourism Collaborative – emphasis on collaborative!
Comprised of the City of Duluth, the newly reconfigured Visit Duluth and the Duluth Entertainment Convention Center (DECC), in partnership with Bellmont Partners and Lawrence & Schiller, the Duluth Tourism Collaborative represents a new model for the city’s tourism marketing. In addition to getting to promote travel to one of our favorite destinations and opening a new Bellmont Partners office in Duluth, we’ve also had the opportunity to put our strengths to work in a unique collective that’s driving tourism in Duluth. The debut garnered much attention from the local tourism industry and community, with more than 60 media stories from across the region, including this piece from KARE 11.
Love It Like We Do
Industry trends show many travelers want to experience destinations like locals, immersing themselves in a destination’s unique offerings, creating a more authentic connection. This sentiment, combined with a desire to showcase local pride, inspired Duluth’s new tourism marketing campaign, “Love It Like We Do.” Debuting in key target markets identified through an in-depth research analysis, the campaign features a new logo, photography, videography, and a paid media strategy to inspire travel to Duluth.
The new campaign officially launched at the end of March with the rollout of a series of video, audio, out-of-home (including digital billboards and gas station TV), print, digital and social ads in the Twin Cities, Fargo/Moorhead, Rochester, La Crosse/Eau Claire and Wausau markets, along with other key areas within a 400-mile radius of Duluth.
Elements of the new marketing campaign can also be seen on VisitDuluth.com and the Visit Duluth social media channels, in addition to ongoing media relations and new content created since the beginning of the year. The new campaign and branding will be incorporated into all future media relations, digital content and paid media. and in physical locations such as the new Visit Duluth Visitor’s Center in Canal Park, opening at the end April.
The People, The Pace, The Place
By highlighting some of Duluth’s off-the-beaten-path attractions, notable landmarks, and outdoor adventures, the campaign aims to not only bring new travelers to Duluth, but to encourage them to stay longer, experiencing even more of the city’s unique districts. The campaign features photography from and of real Duluthians and travelers, capturing the people, the pace and the place of the city.
These themes inspired the new logo, which is designed to be more inclusive, modern, bold and unexpected, and gives a nod to the north through incorporating a northern star, aligning with the new City of Duluth flag. The ‘Superior Blue’ and ‘North Star Gold’ colors and additional secondary palette of greens, purples and earth tones used in the campaign are based on actual colors found throughout Duluth.
As Duluth Mayor Emily Larson puts it, “This new campaign speaks to our pride of place, why we love Duluth and why we think others will, too. This new look feels both dramatically different and very familiar and I am excited for visitors to discover it, and discover us.”
We’re excited to continue working in partnership with the rest of the Duluth Tourism Collaborative in even more new and innovative ways to drive visitors to Duluth.