Luxurious By nature

Over the past few decades The Woodlands Township has quietly grown into one of Texas’ best communities to live and work in. And now, The Woodlands CVB wants to share what makes The Woodlands special with the rest world by positioning the township as a premier travel destination for business and leisure travelers alike. And while The Woodlands already knew their brand as a residential area, they had yet to define their identity as a marketable tourist destination.

Defining Brand attributes

Working with the team at The Woodlands CVB, my team and I devised core brand values, corresponding KSPs, and a positioning statement to inform The Woodlands’ brand identity as a travel destination.

The Campaign: We Hear that a lot

From its beautiful nature to its top-tier amenities, The Woodlands is many things to many people — and when you’re there, you get it. But for people who haven’t visited yet, that “aha” moment is less obvious. This campaign is designed to guide its audience to the revelation that previous visitors have already had: that The Woodlands is an enchanting destination that can satisfy their obvious needs and still surprise them with its charm and ease.

Each ad opens with an “overheard” quote from a traveler in The Woodlands, framed within a single quotation mark as to imply that these exclamations are only the beginning of a larger experience that goes on long after the moment captured.

The results

Nearing the end of its initial run, the “We Hear That A Lot” campaign has been a resounding success for The Woodlands CVB, and is currently being expanded to include a full web experience and Spanish-language executions. Most recently, the client and I worked to adapt the campaign for cold-weather audiences in Chicago with a series of display ads and airport banners as pictured below.