Chattanooga Convention & Visitors Bureau. Best Town Ever

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BRAND TOURISM

300K+ surge in visitors over 5 years.

Chattanooga Convention & Visitors Bureau

Challenge

For decades, Chattanooga has been a short-stay tourist destination for families from nearby feeder markets—Atlanta, Nashville, Knoxville, Birmingham and Hunstville.

The marketing of Chattanooga had been dominated by promotional, co-op advertising that featured several area attractions but lacked in an overall “Brand Position.”

Johnson Group was tasked with developing and communicating a new Brand Position for Chattanooga.

Strategy

We worked with the Chattanooga Convention & Visitors Bureau’s team to showcase the scenery and activities that are so attractive to visitors, but in a way that was distinctly Chattanooga.

Results

Six years of steady increases in overnight visitation and record-breaking hotel room tax revenues.

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