Mother Nature's Favorite
Before Devise embraced a fully-remote work environment, our office could be found on the Hood River waterfront. While our employees now hail from around the West Coast, we’ll always be proud of our Hood River roots. So when Hood River’s tourism marketing agency simply couldn’t keep up with the fast-paced demands of our small yet rapidly-growing town, we were happy to step in and show the Chamber of Commerce what we could do. As is the case for most tourism marketing budgets, the Hood River coffers are padded with tax revenue from the local hotels. The ask was simple: bring in more overnight guests. But the work would evolve to do much more than that.
There are many opinions when it comes to the way a small, beloved, outdoorsy, wine-steeped, brewery-filled, boutique-studded gem of a town is marketed. We needed to understand all of the small businesses and stakeholders we were going to be representing. Additionally, we sent a questionnaire to the already-beefed-up email list to better understand what motivates people to visit Hood River and what inspires them to return.
From our research, we knew that our core demographic is highly engaged on Instagram, stays on top of her email inbox, and is the primary trip planner for her family and friend group. So we crafted our marketing strategy around reaching her with relevant and timely information on the platforms she frequents.
A mother will tell you she loves all her children equally. But Mother Nature plays by a different set of rules. While she clearly has plenty of love to steep into all corners of the Pacific Northwest, it’s hard to deny that Hood River has truly earned her favor. She lavished upon it a richness of natural beauty and diversity unmatched. Where else can you go from kiteboard to snowboard to artisanal cheese board before the sun sets?
She may never admit it. But those of us who know, already know.
Mother Nature's Favorite
We started with a logo redesign to bring the city a fresh look, then followed it with a bold brand anthem: Mother Nature’s Favorite. It’s a statement that captures Hood River’s many natural wonders, including mild weather for most of the year, productive soil for prolific agricultural harvests, and close access to trails, rivers, and mountains. We developed a landing page around this concept, serving as a community hub for all Hood River has to offer, supported by a targeted monthly email campaign.
“Devise is a creative powerhouse, consistently producing refreshing, original content for our brand and strategy. They excel in their ability to listen to the demands of the destination marketing industry and drive strategy while adapting to the ever-changing needs. Devise is truly an extension of the Visit Hood River team.”
Ashely Huckaby MayDirector - Visit Hood River