COastal flavor
Mobile Airport Authority
The objective of this project was to develop a cohesive brand identity for the Gulf Coast of Alabama to enhance and improve tourism, especially considering the expansion of the Mobile airport.
Cover Image designed by Taya Person https://www.instagram.com/tayaperson/
problem statement
How might we position coastal Alabama as a leading destination for fly-in tourists by highlighting its unique offerings?
solution
CoastAL Flavor is an integrated brand identity that encompasses each region's unique identity and allied offerings into a system that communicates its highlights to the desired target audience.
my role
Research Lead
As the Research Lead, I identified relevant and implementable research frameworks and contextualized them to suit a branding-oriented study. I framed and facilitated primary research which included immersive field studies in Alabama, and remote interactions with tourists across different demographics. I also helped compose the structure of the concept testing for the potential brand identities.
Research Insights
The research findings from both primary and secondary data delved deep into understanding current travel trends and patterns, specifically looking into the impact of Covid on travel decisions. Additionally, projections for 2022 with respect to air travel and local tourism were looked into, to better design a cohesive and influential brand system. The target audience of Generation Y (Millenials) were communicated with to understand their travel preferences and frequency, and focused on learning their motives and inclinations behind making travel decisions.
Solution
CoastAL Flavor, as a system and a campaign focused on throwing light on the unique features of each place within the Gulf Coast region. This overarching brand language was slated to be communicated through daily interaction spaces and merchandise including tee shirts and bus stations, and through different social platforms such as Instagram and Spotify. A subliminal approach was considered to ensure constant reinforcement of the brand and its offerings, especially to encourage repeat visits.
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Measuring impact
The proposed campaign was presented to different representatives of tourism organizations associated with Alabama Tourism and Mobile Airport Authority, to better understand the reception for the various offerings.
The concept, which explored a branding approach different from the existing tourism campaigns, was identified as timely, specifically within the scope of post-pandemic travel. The proposal was chosen due to its clean visual language that appealed to different demographics as well as the well-rounded nature of the audience touch points, that catered to different interaction points within the user's journey.
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