AdAge Small Agency of the Year
problem solved
insight | Alaska has the winning combination of adventure and comfort
industry
tourism
collateral
magazine with BRCs
digital video
social media
print
modes activated
inspiration
planning
background
a brand evolution
Travel Alaska needed to evolve their brand to better connect with travelers. The existing brand logo, tagline and identity had been in the market for over 20 years and lacked an emotional, insightful connection to their core audience.
insight
you can leave alaska, but it never leaves you
In-depth interviews with previous Alaska visitors gleaned an important insight: “You can leave Alaska, but it never leaves you.” Additional primary research and stakeholder workshops led us to the surprising core of the brand. Alaska is a destination that is awe-inspiring, wild, and full of mystique, but also makes visitors feel welcome, at-ease, totally present and eager to return. This juxtaposition between adventure and comfort became the core of the brand.
solution
With a distinctive and emotional brand promise established, Spawn created Travel Alaska’s brand identity, updated their logo, overhauled the Alaska vacation planner, and developed new on-brand advertising campaigns.
results
The brand campaign led to a
Vacation planner content and brand refresh led to an