One of Us
See how Chattanooga Tourism Co. pivoted and adapted a new tourism brand to instill pride among locals and uplift regional communities during challenging times.
Chattanooga Tourism Co. launched a new brand in 2019 designed to ensure that visitors never feel like tourists when visiting Chattanooga. With imagery reflecting the destination's diversity and lighthearted messaging targeted to nature lovers, history buffs, and amenity seekers, the new brand celebrated the destination's welcoming nature.
However, two crises — COVID-19 and a string of catastrophic tornadoes — hit shortly after the brand's January 2020 launch, necessitating a new approach that would go above and beyond standard recovery messaging to elevate neighborhood businesses, encourage locals to patronize them and reestablish the city's sense of pride and community. The Tourism Co. shifted its emphasis to encouraging local companies and raising spirits to bring back the essence of what it meant to be a Chattanoogan.
The Tourism Co. changed the direction of its content and allowed business partners to share their tales in gripping films that would motivate both present and potential tourists. As a result, the "One of Us" campaign effectively maintained Chattanooga companies at the forefront of the community and revitalized popular local destinations.
Charles Wood, CEO of the Chattanooga Chamber of Commerce told us that the brand video developed by Chattanooga Tourism Co. is “something [they] show in every recruitment endeavor” that they do. He says that an effective sales pitch for Chattanooga is “more around what it’s like to live here or opening a business and having employees relocate” than anything else, and that’s why the collateral by the Chattanooga Tourism Co. is better than any economic development specific material. Wood highlighted the collaboration between the Chattanooga Tourism Co., the Chamber of Commerce, the River City Company, and others to ensure a common understanding of the brand message and the storytelling, among other things. The organizations are present on each other’s boards of directors, they meet regularly, take part in each other’s strategic plans, and have an open line of communication on the challenges they face as well as the opportunities they see.
Our team also met with Bridgett Massengill, President and CEO of Thrive Regional Partnership, a tri-state organization in the Chattanooga region promoting responsible growth. Massengill highlighted the outdoor element in the Chattanooga brand which her organization has been able to leverage with the various arts and culture partners throughout the region. In a way, the brand that the Chattanooga Tourism Co. has created embraces more than just the city of Chattanooga which has contributed to regional growth.
The Destination Effect is a joint initiative by Destinations International and Tempest. To share your destination's success story, please email join@destinationeffect.com.
