Minocqua
CASE STUDY: Brand Development | Content Creation | Marketing Services
Project Overview
If you’re a frequent—or maybe even infrequent—visitor to northern Wisconsin, you’ve probably heard of Minocqua. This popular destination has attracted visitors to the state’s Northwoods for more than a century, and has had many nicknames, from “the Island City” to “Nature’s Original Waterpark.” Recently, we worked with the Greater Minocqua Area Visitors Bureau on a rebrand that promotes the Northwoods natural beauty and embraces Minocqua’s neighboring communities while still honoring the singular nature of the destination. One name. One place. Minocqua.
01/ Brand Development
Find Yourself ‘In Minocqua’
We had worked with Minocqua for years, so we were well-positioned to help them develop their new brand thanks to our experience and expertise. The process began as it always does: with branding surveys and starting in-depth conversations with area stakeholders to get their thoughts on what the destination’s brand is today and where it’s going.
With Minocqua, it was important to put the destination that everybody knows and recognizes—Minocqua—front and center while still paying close attention to the other destinations that make up the Greater Minocqua Area (Arbor Vitae, Hazelhurst, and Woodruff). The new brand design elements bring all this together while incorporating the things that make this part of Wisconsin’s Northwoods so special: the forests, trees, and nature of northern Wisconsin. The “In Minocqua” logo is the primary graphic element and highlights the importance of being in Minocqua while simultaneously calling attention the unique nature of the destination.
There is no other place that can hold its name, because how could it? What other place gives as much to its inhabitants, yet generously shares all it has with outsiders—its forests, waters, sky, and spirit?
Greater Minocqua Visitors Bureau brand statement
02/ Content Creation
Launching The New Look
The new brand was then rolled out across the Greater Minocqua Area Visitors Bureau’s marketing channels, including social media, the website, and print pieces. One of the most important pieces was Minocqua’s Official Travel Guide, which reaches nearly 50,0000 people every year through online fulfillments and distribution in Minocqua and throughout the state.
The Travel Guide was an exciting opportunity to play with the new brand before it was officially launched (the guide was designed a few months before other collateral went public), and we used this chance to come up with fun, engaging design elements and story ideas that told the story of the “In Minocqua” brand.
03/ Marketing Services
Sharing The Story
To launch the new brand, we worked with the Greater Minocqua Visitors Bureau to invite local and regional media members and stakeholders to celebrate. We crafted talking points and topics to highlight for bureau staff, distributed a media release highlighting the new brand, and assisted with a special press conference where the brand made its public debut.
The launch of the new brand also tied in with enhanced public relations efforts on behalf of the visitors bureau. We brainstormed and pitched dozens of story ideas, from ice fishing and upcoming events to destination marketing insights and personality profiles. Our work netted positive coverage for Minocqua across lots of different channels, including podcasts like Madison’s CityCast and publications like Our Lives magazine.
