Case Study
From Information to Inspiration: How Visit Duluth Broke From Industry Norms To Develop A New Kind Of Visitor’s Guide
CLIENT NAME: Visit Duluth
SCOPE: VISITORS GUIDE
CAMPAIGN: Inspirational Visitor Guide Transformation
The Situation
Visit Duluth’ was looking for a new way to share their inspiring new brand identity with travelers while also strengthening and growing relationships with Duluth residents. KHM recommended an overhaul of the visitor’s guide to move away from a standard information source and instead create a piece of inspirational material that would give readers an authentic look at the spirit of Duluth.
The Approach
Our team knew that what Visit Duluth needed was an inspirational guide that bucked the traditional ad to editorial ratios in favor of one that prioritized high-quality imagery and in depth editorial that left readers with more than information, it left them with a connection to the city’s spirit and the people who call Duluth home.
By tapping into resident photographers, our team cultivated relationships with the community and showcased the destination in a way only locals can. This imagery built a library that stretched beyond the guide into the larger brand ecosystem allowing for a cohesive and comprehensive look and feel across services.
Summary
Building A Tool For Inspiration, Not Just Information
The industry standard is 40% ad material to 60% editorial pieces and our team wanted to flip that idea on its head to produce a guide that felt more like a carefully curated coffee table book or editorial magazine than an informational guide. The thoughtfully curated editorial content leaves readers feeling connected to the stories and locations highlighted in the guide, building the kind of belief that inspires people to move from awareness to action.
Design Forward, Community First
Without page number and ad sales requirement as limiting factors, our team was able to prioritize high-quality design and imagery. Assets commissioned from local photographers were captured to support editorial content and create an authentic feel for Duluth. Visit Duluth leadership was able to use the guide as a way to connect with local partners and highlight their leadership and initiative changes.
Results
IMPROVEMENT ON AD/EDIT RATIO
PRINT QUANTITY DOUBLED
INCREASE IN AD SALE REVENUE
