Discover Oshkosh
The Ask:
For 10 years Oshkosh, Wisconsin held the brand identity “Event City” mainly due to the EAA AirVenture event — but we felt that wasn’t giving this beautiful city enough credit. Together with HoldFast and Co., we worked to unveil the true brand insights of Oshkosh through quantitive research (including stakeholder interviews) a robust brand survey and a detailed brand and creative strategy.
The Goal:
Our goal was to expand the current perception of Oshkosh, Wisconsin from a major event or summertime destination to a year-round tourism destination. We also sought to make Oshkosh appear to a larger target audience -- including residents and neighboring communities.
The Strategic Process and Insights:
We aimed to uncover three main pieces:
-
What Oshkosh does best, what is its key differentiation?
-
How does Oshkosh bring this key differentiation to life?
-
Why Oshkosh exists – its purpose, its key value that appeals to visitors and residents alike.
Through this we conducted:
-
Primary Research: Stakeholder Interviews
-
Primary Research Validation: Brand Survey to Residents
-
Secondary Research: Google Analytics, and Social Media Platform reviews
-
Which led to a robust brand and creative strategy positioning document
Through this we determined that Oshkosh exists to fuel your curiosity. We invite you to come explore the wide range of fascinating and unusual events, activities and buildings that make up the beautiful kaleidoscope that is Oshkosh. Oshkosh is proud of its traditions and is not afraid to show it. From going with the flow on Lake Winnebago to experiencing the rich culture of the the Historic Downtown area, we invite you to step out of the ordinary and explore the unexpected in Oshkosh.
The Results:
Oshkosh’s brand awareness has been growing daily, and the city is continually being featured in new press engagements while tourism and new economic development expands year over year.
Oshkosh officials invite visitors, residents alike to 'Discover Oshkosh' in new tourism campaign
Oshkosh encourages discovery, curiosity with new branding effort
We were honored to partner with Hold Fast agency on this creative and strategic initiative.