BRAND TOURISM
300K+ surge in visitors over 5 years.
Chattanooga Convention & Visitors Bureau
Challenge
For decades, Chattanooga has been a short-stay tourist destination for families from nearby feeder markets—Atlanta, Nashville, Knoxville, Birmingham and Hunstville.
The marketing of Chattanooga had been dominated by promotional, co-op advertising that featured several area attractions but lacked in an overall “Brand Position.”
Johnson Group was tasked with developing and communicating a new Brand Position for Chattanooga.
Strategy
We worked with the Chattanooga Convention & Visitors Bureau’s team to showcase the scenery and activities that are so attractive to visitors, but in a way that was distinctly Chattanooga.
Results
Six years of steady increases in overnight visitation and record-breaking hotel room tax revenues.
