Fayetteville Arkansas was looking for a new brand story and positioning to communicate the uniquely young and progressive vibe of this venerable southern college town. To understand challenges and opportunities, Resonance conducted a series of workshops with civic and tourism leaders; to comprehend current perceptions, we surveyed past visitors and analyzed social media data from Trip Advisor and other sources to see how visitors experienced and appreciated the destination. Then we conducted a workshop to examine and prioritize opportunities to bring more visitors to the city and region. Deliverables included a Situational Analysis and a Brand Storyline with a positioning – ‘Fayetteville, Free Spirit’ – that will inform tourism advertising and communications moving forward.
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