Industry
Services
The Challenge
The existing tagline tested well, and all board members agreed it perfectly articulated the destination. However, the brand had not been fully developed, and there was room to grow and inspire a deeper emotional connection with potential visitors. Zehnder’s job? To ensure the Highlands brand would be cohesive, compelling, and relatable across every touchpoint.
The Strategy
First, we took an in-depth look at the target audience in order to maximize visuals and messaging that would convey the ideal visitor’s “Height of Happiness.”
To implement and solidify the brand execution beyond immediate needs, we created a detailed Brand Standards deck. The new playbook informed our subsequent social media initiative, complete with targeted Instagram posts and traffic ads encouraging potential visitors to trade in the noise of everyday life for the soundtrack of the mountains.
Highlands needed to attract high-end empty nesters who can go wherever they want, whenever they want. This group enjoys the finer things in life…and Highlands is the perfect place to find them. Zehnder also targeted higher-income millennials without children, encouraging them to visit, make memories, and keep returning for years to come. Additionally, we focused on upscale families looking for a lush, wooded alternative to the beach while also appealing to higher-income outdoor enthusiasts. From fly fishing and hiking to birding and biking, Highlands provides a meaningful experience for every visitor.
Dive in with Z
Zehnder is always on the lookout for great collaborators. From clients aspiring to drive sustainable growth to fresh talent hoping to join the team, we welcome you to drop us a line. We’ll be in touch!
