Working within the confines of a limited, publicly funded budget, Visit Bend aimed to position Bend as one of the country’s top year-round leisure travel destinations. DVA brought not only our wealth of destination marketing experience, but our enthusiasm for our own hometown. Bend’s rare combination of recreation and sophistication presented an opportunity to appeal to leisure travelers. With the “Visit Bend, Be Inspired” campaign, DVA encouraged visitors to find their own inspiration — regardless of the level of intensity — in Bend. Dramatic images captured majestic natural scenery, while inset images depicted Bend’s mountain-town character and charm. DVA’s efforts helped Bend’s brand evolve from purely sports and recreation to one of sophistication and culture, maturing with new supporting products and services.