Berea Tourism:
The revitalized brand.
Situation: Berea’s messaging was old, tired and often
inconsistent. Current trends and research told us that
travelers now seek hands-on experiences. Site-doing vs.
site-seeing.
Solution: Define the unique selling proposition, determine
what sets this city apart in a way that is relevant to our
new target. What can Berea do that no one else can do?
The answer; provide the experience of interacting with
many studio artists while they ply their craft. Group CJ repositioned
the city with “Berea. Where Arts Alive”.
We developed a content rich, award-winning website
and comprehensive internet campaign. Mass marketing
through other vehicles targeted a more upscale audience
to increase revenue.
Results: Festival attendance in our first year with this client
garnered a 25% increase. In the height of the recession
Berea retained the largest amount of travel expenditures in
the state.
Belle Jackson, Director: “Berea has been able to weather
the storm better than any city in the state thanks to the
innovative and highly successful marketing by Group CJ.”
