How do you add a certain je ne sais quoi to a Philadelphia-area destination?
That’s what Chester County Conference and Visitors Bureau was seeking when the organization hired Dana Communications to rebrand Chester County’s Brandywine Valley.
“The Brandywine Valley has such an elusive quality. We wanted to put the destination into context and also help alleviate our target audience’s confusion about where the Brandywine Valley is located,” says Lynn Kaniper, Dana’s COO and Creative Director. “Our ‘voila!’ moment came after research, interviews with stakeholders and our proprietary GPS. We realized that the destination—with its Wine Trail, gardens and chateaus, cultural attractions, and farm-to-table cuisine—reminded us of a European experience. But one that is conveniently located in our own backyard!”
On February 26, 2013, at Longwood Gardens’ Ballroom, Dana revealed the new brand campaign, which features a graphic style reminiscent of French impressionism, whimsical French-influenced copy and the tagline: “The South of France, Just a Little West of Philly.” The work includes a new Brandywine Valley logo, which harmonizes a contemporary icon with classic type to showcase the area’s innovation and tradition. It is rendered in soft green and wine colors as a nod to two of the area’s most popular attractions: gardens and wineries. Both the branding and logo can be viewed at www.brandywinevalley.com.
Dana Communications has become one of the most sought-after lifestyle and destination marketing agencies, specializing in creative brand strategy and both traditional and interactive advertising. Dana’s client roster also includes New Jersey Travel and Tourism, the Economic Development and Tourism Office of Spotsylvania County, VA, Starwood Hotels and Resorts, Kiawah Island Golf Resort and Real Estate, Turning Stone Resort Casino and Kuoni Destination Management.
Dana celebrated 30 years in business in 2010 and maintains offices in New York City, Hopewell, New Jersey, North Carolina and Los Angeles, California. For additional information about Dana Communications, visit www.danacommunications.com or contact Westley Hackmann at firstname.lastname@example.org or 609.466.9187 x131.
About Chester County Conference and Visitors Bureau
The Chester County Conference and Visitors Bureau supports efforts to attract visitors, meetings, sporting events and group tours to Chester County’s beautiful Brandywine Valley. The organization hosts the official tourism site at www.brandywinevalley.com and welcomes visitors to the area at the Brandywine Valley Tourism Information Center, which is located in a historic Quaker meetinghouse at the gates of Longwood Gardens.