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Explore Whitefish Selects DVA Following Lengthy Search; New ‘Wander’ Campaign Set To Launch in Key Markets Throughout the U.S. and Canada
(BEND, Ore.)—DVA Advertising & Public Relations, a Bend-based advertising and public relations agency that specializes in marketing leisure travel destinations throughout the West, has been chosen by Explore Whitefish to develop a new destination marketing campaign for the popular Montana resort town. DVA was awarded the contract following a lengthy review and selection process that included DVA as the only out-of-state agency among five finalists.
“Whitefish is an authentic and iconic mountain town of the West, the gateway to Glacier National Park, and a charming community with an abundance of marketable assets,” said Mary Angelo, partner and director of client services at DVA. “It’s a great complement to the other destinations we represent throughout Washington, Oregon, California, and now Montana, and we’re looking forward to helping Whitefish further solidify its reputation as a year-round playground for everyone from thrill-seekers to sightseers.”
In developing Whitefish’s 2018-2019 advertising campaign, which needed to position the destination “at the heart of adventure” while inspiring potential visitors to experience “the wonder of it all,” the DVA team developed numerous conceptual directions before eventually arriving at a ‘less is more’ approach.
The resulting headline driven campaign, titled simply “Wander,” was intended to quickly and effectively accomplish both tasks with its striking headline and evocative imagery. The campaign was concepted by DVA partner and creative director Gary Fulkerson, as well as senior art director Ryan Crotty. Fulkerson was the lead copywriter on the project, while Crotty was responsible for design and layout, and Mary Angelo provided account management.
“How do you communicate such an abundance of qualities and attributes, and convey them to an audience in a way that stands out from the competition, captivates them, and inspires them to learn more?” asked Fulkerson. “Sometimes you just have to strip a destination down to its most basic truth, and call to something inside people that speaks to their soul.”
The campaign will be rolled out in print, digital, and outdoor advertising throughout the U.S. and Canada ahead of the 2018-19 winter season. Additional executions will be developed to promote the spring and fall seasons, and the campaign look and feel will be adapted to other marketing tools including but not limited to the official Whitefish visitor guide, website, social media, maps, brochures, and other materials.
“Whitefish will only benefit from the outside perspective of a firm with a reputation for successfully marketing and promoting destinations that share similar opportunities and challenges to ours,” said Dylan Boyle, executive director of Explore Whitefish. “At the end of the day, growth in visitation during key times of year will be our biggest indicator of success, and we believe DVA is the right strategic partner to help us get there.”
About DVA Advertising & Public Relations
Founded in 1990, DVA is a full-service, 13-person marketing agency based in Bend, Ore., that services clients throughout the West. Some of DVA’s current clients include Ballard Alliance, Bandon Dunes Golf Resort, Chambers Bay Golf Course, Doubleback Winery & Bledsoe Family Winery, Explore Whitefish, Riverhouse on the Deschutes, Solvang Conference & Visitors Bureau, Visit Bend, Visit Leavenworth, Visit the Santa Ynez Valley, and Visit Walla Walla. For more information visit www.dvaadv.com, email hello@dvaadv.com, or call 541-389-2411.
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DVA senior digital strategist Will Gryna delivered the keynote address at the 2018 Visit Walla Walla Annual Conference, held January 16 on the Whitman College campus in Walla Walla. Gryna’s message focused on simple digital tactics for individual tourism industry stakeholders, whether hotels, restaurants, wineries, or other attractions.
Titled “Leveraging Digital for Business Results,” Gryna identified and discussed creative best practices, how small businesses can use their existing data to create the best audiences, and how to track and optimize data for business outcomes.
This is the second consecutive year DVA has delivered the keynote address at the Visit Walla Walla Annual Meeting. In 2018, agency partner and public relations director Justin Yax presented “The Power of PR – Take Their Word For It.” Yax’s presentation focused on successful tactics DVA has implemented on behalf of Visit Walla Walla, results and outcomes achieved, and how businesses could become involved in the public relations effort. A copy of that presentation can be viewed HERE.
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Tour of Walla Walla, the bicycle stage race tradition of two decades, is back on track after cancellation last year.
More than 300 competitors are registered for this weekend’s races, which take place over three days, starting Friday.
Race coordinators Michael and Kathryn Austin got a boost with some assistance in marketing from Visit Walla Walla after last year’s race was sidelined from the devastatingly long winter and its effects on travel.
“Visit Walla Walla got involved with this as soon as it was canceled last year because we were so disappointed that an event that brings in so many people went to the wayside,” Visit Executive Director Ron Williams said.
With registrations in the past as high as 40, the 307 who had registered by late Wednesday morning was an encouraging sign of success, Williams said. About 300 registrations have been needed in previous years for a break-even event, which includes prize money for respective winners in their categories.
About 450 people are expected in town for the races, which include Saturday’s downtown Criterium and road closures through central portions of the neighborhood.
Williams said Visit Walla Walla marketing agency DVA Advertising & Public Relations helped with email marketing and paid social media advertising targeted toward cycling enthusiasts.
Visit also created a “landing” page to link participants with schedules, critical information and other activities of interest for those coming to support racers.
See the original story by in the Walla Walla Union-Bulletin here.
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The Outdoor Industry Association recently published a study we found very interesting.
“Investments in outdoor recreation on public lands and waters earn compounding returns in the form of healthier communities, healthier economies and healthier people.
More than 100 years ago, President Theodore Roosevelt foresaw the crossroads at which we now stand. He said, “The nation behaves well if it treats the natural resources as assets that it must turn over to the next generation increased, and not impaired, in value.”
From our national parks to local green spaces, from alpine lakes to transcontinental rivers, America’s outdoor recreation assets are its citizens’ common trust. Our public lands and waterways belong to every American, and they are the backbone of our outdoor recreation economy. They hold the promise of prosperity and well-being. It is as much our responsibility to invest in them as it is our right to enjoy them.From the smallest rural towns to the most densely packed cities, outdoor recreation powers a vast economic engine that creates billions in spending and millions of good-paying American jobs. Likewise, it is an underappreciated and underfunded weapon against crime, poor academic performance and rising health care costs.
We are fortunate to live in a nation of iconic natural beauty, inspiring landscapes and bountiful waters. Going outdoors to hike, bike, camp, fish, hunt or just walk around the neighborhood orients us to the natural world. In the outdoors, we come together with friends and family, make lasting memories and find solitude and contemplation. And a growing body of research shows that being outdoors delivers health benefits that are, in many cases, on par with pharmaceutical treatments.
By enjoying these places, we invest in our own well-being and affirm our shared history. In challenging times, when disagreements appear sharper and differences seem harder to bridge, it is the outdoors that reconnects us.”
Read the whole study here. *images and content from Outdoor Industry Association.
Category “DESTINATION”
DVA Advertising & Public Relations is a mid-size, strategy-driven, full-service agency located in Bend, Oregon. Established in 1990, we specialize in travel/tourism and destination marketing, outdoor sports and recreation, wine and craft beer, and health care and financial services categories.
© DVA Advertising & Public Relations