DeSoto County, Florida (Brand Strategy) by Destination by Design

DeSoto County

Tourism Development

FLORIDA WILD

B R A N D S T R AT E GY

FLORIDA WILD IS INTENDED TO INSPIRE EXPLORATION AND FREESPIRITED LEISURE, AS WELL AS DEEP PASSION AND APPRECIATION FOR ONE OF FLORIDA’S LAST WILD PLACES. THIS TAGLINE IS INTENDED TO CAPTURE WHAT MAKES DESOTO COUNTY APPEALING TO VISITORS AND ACT AS A POINT OF PRIDE FOR RESIDENTS.

BRAND IDENTITY

ORGANIZATION DeSoto County Tourism Development Council

BRAND NAME Visit DeSoto

MARKETING CAMPAIGN Florida Wild

TAGLINES » DeSoto County: Florida Wild » It’s not just WILD, it’s Florida Wild » Wild Thing (Flora & Fauna)

APPROACH

HASHTAG & URL

visitdesoto.com @visitdesoto #visitdesoto #floridawild

Based on identified brand attributes, Florida Wild is captivating, thoughtprovoking, and memorable. It evokes the untamed and untouched wilderness of DeSoto County’s natural landscape, as well as historic cowboy and ranching influences that shaped the area. Florida Wild is intended to inspire exploration and free-spirited leisure, as well as deep passion and appreciation for one of Florida’s last wild places. This tagline is intended to capture what makes DeSoto County appealing to visitors and act as a point of pride for residents.

CONSISTENT NAMING Since the established URL and social media handles are Visit DeSoto County, the organization should also use Visit (as opposed to Discover). This will help establish DeSoto County, Florida in the minds of visitors, instead of potentially leading them to DeSoto Parish, LA (discoverdesoto.com).

BRAND IDENTITY

BRAND GOALS Specific objectives and outcomes that Visit DeSoto aims to achieve in order to fulfill our long-term vision and strategic direction, guiding our actions and measuring our success.

1. AWARENESS Increase awareness of DeSoto County, Florida in the minds of visitors and potential visitors by highlighting all of the assets and attractions that make Desoto County a desirable destination.

2. EASE Facilitate visitor mobility throughout the county and provide information and education about all of the different aspects of DeSoto County, making the visitor experience simple and straightforward

3. REPOSITIONING Work to establish a new and positive image for DeSoto County, based on established brand pillars: Authentic History, Untouched/Unspoiled Outdoors, Agriculture, and Unexpected Culture.

4. PARTNERSHIPS Collaborate with tourism-facing businesses and organizations to create an inclusive, cohesive, and vibrant portrayal of DeSoto County’s strengths, as well as supporting community initiatives to attract new visitors and potential residents, while keeping in mind the needs and interests of local residents.

BRAND IDENTITY

BRAND PILLARS Foundational principles that guide Visit DeSoto’s communications, representing key areas of focus and differentiation.

1. AUTHENTIC HISTORY » Downtown Arcadia » Antiques » Cowboy & Ranching History » Fossils

2. UNTOUCHED/UNSPOILED OUTDOORS » Peace River » Long-Range Pastoral Views » Conservation & Protection

3. AGRICULTURE » Ranching & Working Cowboys » Arcadia All-Florida Championship Rodeo » Citrus Groves & Fruit Farms » Rise & Evolution of Agri-Tourism

4. UNEXPECTED CULTURE

» Best Mexican/South American Food in the State » Taco Tuesday » Paranormal Tourism » Heard Opera House » Antiques Mecca 5

BR AND POSITIONING FOR THE VISITOR OR RESIDENT IN SEARCH OF A FLORIDA ADVENTURE THAT GOES BEYOND THE COASTAL OR THEME PARK EXPERIENCE, THERE’S DESOTO COUNTY – A CONVENIENT INLAND DESTINATION THAT PROMISES ACCESS TO FLORIDA’S WILD HEART.

FOUNDATIONAL MESSAGING

UNIQUE VALUE PROPOSITION The side of Florida you haven’t seen yet.

FLORIDA WILD There’s no place quite like the Florida Wild – the last Southern wilderness. It’s where our history, our landscape, and our cultures blend together into a destination like no other – it’s not just wild, it’s Florida Wild.

YOUR NEXT FAMILY HEIRLOOM From the ancient conquistadors to the weekend warriors, everyone comes to DeSoto County searching for treasure. We invite you to join in the search for your next family heirloom.

UNSPOILED WILDERNESS Journey back in time to experience Florida the way it was. Step away from the coast to discover the protected wilderness experience that awaits you along DeSoto’s Peace River.

THE ESSENCE OF SOUTHERN GRIT Resilience. It’s the hallmark of those who embody true Southern grit. We’ve discovered how to carve a life out of these wild palmetto swamps and plains, and we continue to bounce back no matter what gets thrown at us along the way.

FOUNDATIONAL MESSAGING

SUPPORTING SLOGANS & TAGLINES All tagline options will support the primary tag, Florida Wild. Each tagline, slogan, or call-to-action may be switched out for different audience segments: Outdoor Recreation Aficionados, History Buffs & Cowboys, and Downtown Treasure Hunters.

FLORIDA’S WILD HEART WILD TREASURES (Fossil & Antique Hunting) THE LAST SOUTHERN WILDERNESS THE ORIGIN OF AMERICAN CATTLE A TRULY HISPANIC TRADITION (From Ancient Explorers to Today’s Latin Culture)

BRAND ATTRIBUTES The specific characteristics, traits, and qualities that describe Visit DeSoto, differentiate us from competitors, and help define how our brand is perceived.

» A Sense of Adventure, Excitement, & Exploration » Nostalgia: Reminiscent of Simpler Times and a Bygone Era » Freedom, Independence, and Opportunity » Determination & a Can-Do Attitude in the Face of Adversity » Wonder & Appreciation for our Natural World

BRAND MISSION An impactful statement outlining the purpose and core objectives of Visit DeSoto, which guides our efforts to promote and enhance DeSoto County’s appeal, experiences, and sustainable growth.

» Through thoughtful storytelling, Visit DeSoto will craft an

image of DeSoto County, Florida’s incredible natural assets, notable history, and diverse future.

BRAND VISION A clear and inspiring statement that describes what Visit DeSoto aims to become and motivates people to work together to make it happen.

» An adventurous brand that is embraced by the local

residents and visitors alike. One that generates appeal and sets DeSoto apart.

BRAND VALUES The fundamental beliefs, principles, and ideals that guide Visit DeSoto’s behavior and decision-making.

GRIT

AUTHENTICITY

Visit DeSoto embraces a gritty spirit in the face of adversity, reflecting determination, resilience, and hard work. We aren’t afraid to roll up our sleeves and face challenges head-on.

Visit DeSoto places a strong emphasis on authenticity, valuing our community’s genuine experiences, traditions, and connections. We cherish our roots and seek to preserve and celebrate the authentic culture, history, and lifestyle of our region.

ENDURANCE Visit DeSoto values endurance, symbolizing the ability to withstand and persist through difficult circumstances. We recognize the importance of long-lasting traditions, heritage, and a community that stands the test of time.

WARMTH

SPIRIT Visit DeSoto embraces a spirited nature, embodying a lively and energetic approach to life. We value enthusiasm, passion, and a sense of adventure, encouraging everyone to embrace the cowboy spirit and find joy and adventure in DeSoto County.

Visit DeSoto fosters a warm and welcoming atmosphere, where people are friendly, approachable, and genuinely care about one another. We value hospitality, creating an environment where visitors and residents alike feel comfortable and welcome.

BRAND PURPOSE The overarching reason for Visit DeSoto’s existence, representing our core values and the positive impact we aim to create in the world.

» To tell a story that repositions DeSoto County in the minds

of visitors and reintroduces it as a sought after destination in the State of Florida.

BRAND PROMISE A concise statement that communicates what visitors can consistently expect from Visit DeSoto, establishing trust and differentiation in the marketplace.

» DeSoto County: Access to Florida’s Wild Heart

BRAND ESSENCE A powerful and memorable declaration that captures the truest and most essential nature of Visit DeSoto, embodying our unique character and value.

» Florida Wild

BRAND PERSONALITY The set of human characteristics, traits, and qualities attributed to Visit DeSoto, enabling visitors to form emotional connections and perceive our brand as relatable, likable, and distinct.

TONE

» Intentional » Joyful » Passionate » Descriptive

VOICE STRAIGHT - TALKING

HELPFUL

Reminiscent of a cowboy from an old western movie, we value a direct and genuine approach showcasing our deep passion and sincere appreciation for the subjects we focus on, while not adding too many extra details or unnecessary information.

We realize that many of the experiences and attractions in DeSoto County are a bit like buried treasure. Our visitors need guidance and assistance to truly make their DeSoto experience memorable. We’re happy to offer information, education, and a bit of hand-holding whenever we can.

SPINNING YARNS Echoing the relaxed spirit of stories told and conversations captured around the campfire, our voice is that of a master storyteller holding court among friends at the end of a long day.

MISCHIEVOUS & FUN At Visit DeSoto, we want visitors to embrace the opportunity and free-spirit of Old Florida – as long as you don’t mind getting your leg pulled just a bit.

AUDIENCE OUTDOOR RECREATION AFICIONADOS Invite visitors to experience true Florida Wild as they explore the Peace River and some of the last untouched wilderness in Florida.

HISTORY BUFFS & COWBOYS In DeSoto County, visitors will find a glimpse into true Old Florida; with historic buildings, working cowboy culture, and stories from the past just waiting to be told around a campfire.

DOWNTOWN TREASURE SEEKERS Downtown Arcadia is a true antiques mecca, with treasures waiting to be discovered in one of the many shops that line the downtown streets.

NEXT STEPS 1. WAYFINDING & MAPS:

We recommend making an investment in developing a wayfinding system for the City of Arcadia in coordination with a printed and digital DeSoto County map. This effort will promote the new brand and create broader connectivity between community attractions. The goal of this effort is to ensure that visitors stay in the area longer and broaden their experiences.

2. TOURS & ITINERARIES:

Create specifically curated tours and itineraries for visitors, which connect them to the identified Brand Pillars & Story Themes, as well as Foundational Messaging, i.e. Next Family Heirloom, Unspoiled Wilderness, etc. Based on individual complexity, tours and itineraries can be hosted by Visit Desoto (or other groups) or self-guided.

3. SOCIAL MEDIA & PR CAMPAIGN:

To counteract negative impressions online and a general lack of visitor-oriented content, a PR campaign needs to be launched with an emphasis on social media. Targeted locations should be within DeSoto County, as well as coastal communities identified as feeder markets.