Aiken, SC - Brand Strategy by Destination by Design

BRAND STRATEGY FOR CITY OF AIKEN TOURISM DIVISION

VISIT AIKEN

YOU’RE INVITED

INTIMATELY SOUTHERN 2

BRAND IDENTITY The unique combination of visual, verbal, and experiential elements that encapsulate Visit Aiken’s nature and differentiate us from other destinations.

ORGANIZATION NAM E Visit Aiken

B R AN D NAM E

Aiken, South Carolina

B R AN D AWARE N ESS CAM PAIG N You’re Invited...

BRAND APPROACH Based on identified brand attributes, You’re Invited… is inclusive & warm and is a nod to Aiken’s rich heritage of carefree leisure time spent with friends & loved ones. This tagline serves as the cornerstone for our brand, with the primary goal of inspiring our visitors to embrace our unique lifestyle during their time with us, and immerse themselves in the broad range of experiences Aiken has to offer.

URL: visitaikensc.com Handle: @visitaikensc

Beyond being an invitation, the You’re Invited… tagline also serves as gentle guidance for visitors, encouraging them to explore the multitude of offerings Aiken provides, while respectfully embracing the traditions that have shaped our remarkable culture. By adhering to these customs, guests can fully appreciate and engage with the authentic Aiken experience.

Through an initial marketing campaign built upon the You’re Invited… tagline, we aim to create an inviting and inclusive atmosphere that not only showcases the allure of Aiken, but also fosters a sense of belonging and connection among our guests. We seek to inspire them to embark on a journey that embodies the distinctive spirit of our community, and in doing so, leave them with cherished memories and a genuine appreciation for the Aiken lifestyle.

Hashtag: #visitaikensc

BR AND PILL ARS & STORY THEMES Foundational principles that guide Visit Aiken’s communications; representing key areas of focus and differentiation.

1 . EQU ESTRIAN LIFEST YLE : Aiken’s Signature Identit y Story Themes: History & Evolution of Equestrian Culture Showcasing Aiken’s rich heritage as a center for equestrian excellence and its significant contributions to the sport. Education on Engaging with the Horse District Providing visitors with unique experiences & insights into the equestrian lifestyle, fostering a deeper connection with the local community. Visitor & Participant Opportunities & Events Highlighting the diverse range of equestrian events, competitions, and activities that Aiken offers throughout the year. Exceptional Locations & Infrastructure Featuring Aiken’s world-class equestrian facilities, arenas & tracks, competition fields, and amenities that cater to equine enthusiasts of all levels.

2 . ARTS & CU LTU RE : A Tapest r y of Creativit y Story Themes: History & Evolution of Arts & Culture in Aiken Exploring Aiken’s vibrant artistic heritage and its continuous growth as a hub for creativity, from traditional arts to modern expressions, showcased at the Aiken Center for the Arts. Festivals & Engaging Events Showcasing Aiken’s many arts & cultural events, including the renowned Joye in Aiken and the Aiken Antique Show. Museums, Galleries, & Performance Venues Highlighting the diverse range of events, competitions, and activities that Aiken offers throughout the year.

3 . NATU RE & TH E OUTDOORS: Embracing Our Natural Splendor Story Themes: Uncovering the Wonders of Hitchcock Woods Encouraging exploration and appreciation of Aiken’s vast & enchanting Hitchcock Woods, one of the largest urban forests in the country. Reveling in Hopeland Gardens Inviting visitors to immerse themselves in the beauty of Hopeland Gardens, a serene oasis boasting stunning landscapes and captivating flora. Teeing Off on Aiken’s Many Golf Courses Showcasing Aiken’s exceptional golf courses, catering to enthusiasts & novices aline, and offering picturesque settings for recreational enjoyment. Exploring Aiken’s Arboretum Trail Discovering Colleton Avenue, home to one of the most diverse collections of trees found in any municipal landscape, including oaks from around the world.

4 . HISTORY & H E RITAG E : Preser ving Aiken’s Rich Legacy Story Themes: Remembering the Winter Colonists Highlighting the influence of Aiken’s Winter Colonists, who played a pivotal role in shaping the city’s development and fostering a vibrant community. Celebrating Our Railroad Legacy Honoring Aiken’s historic beginnings as a railroad town and its impact of the city’s growth and prosperity. Embracing Black History Recognizing and sharing the stories and contributions of the Black community throughout Aiken’s History. Famous Faces in Aiken Showcasing the notable individuals who have visited or called Aiken home, adding a touch of celebrity & intrigue to the city’s narrative. A Place of Innovation Remembering our Country’s nuclear legacy (The Savannah River Site), begun in the 1950s and continuing to the present day.

5 . DOWNTOWN : The Hear t beat of Aiken Story Themes: Vibrant Downtown Scene Highlighting the energy & charm of downtown Aiken, with its appealing mix of local businesses, boutique shops, and independent eateries. Thriving Business Community Showcasing the diverse range of businesses and entrepreneurs that contribute to Aiken’s economic growth & vitality. Vibrant Cultural Hub Emphasizing downtown Aiken’s role as a cultural hub, hosting art walks, live music events, and other engaging activities that showcase local and visiting talent. Explore on Foot Promoting Aiken’s walkability and encouraging visitors to take leisurely strolls through the charming streets, discovering hidden gems, historic landmarks, and vibrant local culture. Pet-Friendly Environment Emphasizing Aiken’s dedication to providing a welcome and inclusive atmosphere for pets and their owners.

BR AND GOALS Objectives and outcomes that Visit Aiken aims to achieve in order to fulfill our long-term vision and strategic direction, guiding our actions and measuring our success.

1 . E LE VATE B R AN D POSITIONING & AWARE N ESS Establish Aiken as a clear choice for travelers, especially those looking for an inland, Southern experience. Strategic marketing campaigns, partnerships, and targeted communication efforts, will position Aiken as a must-visit location.

2 . INCRE ASE VISITOR E NGAG E M E NT ACROSS ALL OF AIKE N ’ S E XPE RIE NCES & AM E NITIES By providing captivating experiences, personalized interactions, and a seamless journey throughout Aiken, we can foster a deep connection with our guests, leaving them inspired and eager to share their positive experiences with others.

3 . FOSTE R COM M U NIT Y COLL ABOR ATION By collaborating with local businesses, organizations, tourism partners, and the community, Visit Aiken can help create a thriving and sustainable tourism ecosystem that benefits all stakeholders.

4 . PRESE RVE & CE LE B R ATE AIKE N ’ S RICH CU LTU R AL H E RITAG E We are committed to preserving and celebrating Aiken’s rich heritage, including its equestrian lifestyle, arts & cultural scene, extensive natural resources, and historical significance.

BRAND PURPOSE

EMOTIONAL APPEAL

To engage our visitors in the intimate and transformative moments that foster a deep appreciation for Aiken’s rich heritage, genuine hospitality, and captivating experiences, leaving them with lasting memories and a sense of joy.

• Connection to Aiken’s history, culture, and community.

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

UNIQUE VALUE PROPOSITION

A concise statement that highlights the distinctive and compelling features, experiences, or benefits that set Visit Aiken apart.

Aiken offers a rare combination of refined elegance, rich heritage, and a leisurely lifestyle that sets it apart from other destinations. With its renowned equestrian culture, vibrant arts & culture scene, enchanting natural beauty, and vibrant downtown, Aiken creates an authentic & captivating experience for visitors.

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

Visitors to Aiken, SC can expect exceptional experiences, genuine hospitality, and a warm and welcoming atmosphere. You’re invited to embrace our distinctive lifestyle, which celebrates our equestrian heritage while encompassing a broader sense of community and leisure.

An approach that establishes a deep and meaningful connection by evoking specific emotions that align with Visit Aiken’s values, aspirations, or desired perceptions.

• Sense of belonging and welcome. • Satisfaction with the choice to visit Aiken and with the experiences Aiken offers. Feel the warmth of genuine connections with our welcoming community as you explore our historic streets. Embrace a profound sense of belonging, knowing that you are an integral part of our extended family. And relish in the satisfaction that comes from immersing yourself in our rich heritage, natural beauty, and delightful equestrian experiences. You belong here. You’re invited… Yours truly.

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

Intimately Southern

The spirit of gracious hospitality, instilled by the Winter Colonists, continues to flourish within our city, fostering a welcoming environment for all who visit.

BRAND ATTRIBUTES The specific characteristics, traits, and qualities that describe Visit Aiken and help define how our brand is perceived.

• Welcoming (Host/Hostess Vibe) • Relational: Intimate, One-on-One & Personal • Elegant & Refined • Understated, Not Flashy • Playful & Light Hearted

OUR VOICE • GRACIOUS & INVITING:

Evoking the ultimate host or hostess, our voice is always welcoming, accommodating, and - most importantly - reminiscent of an old and cherished friend that you’re excited to connect with.

• PLAYFULLY COMPETITIVE:

We embody the spirit of competition that was instilled in us by the Winter Colonists as they engaged in good-natured rivalry with their guests and neighbors. Today, this spirit continues to shape our culture & lifestyle and is present in our voice.

• SOPHISTICATED (WITH A DOWN-HOME TWIST):

Our voice strikes a balance between appearing polished, polite, and genteel, while also being approachable and friendly.

• KNOWLEDGEABLE & CULTURED:

For generations, Aiken has been infused with learning opportunities, well-educated citizens, and world-class cultural experiences. Our voice is well-informed and representative of these assets, without being condescending or alienating.

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

• HERITAGE

We are committed to embracing and celebrating our rich culture and lifestyle, as well as educating visitors on how best to engage with our community.

• STEWARDSHIP

We will promote responsible tourism, in order to preserve our natural, historical, and cultural resources for future generations.

• HOSPITALITY

We will extend warmth and welcome to all visitors.

• INNOVATION & COLLABORATION

We will actively work with stakeholders, community members, and businesses to promote and enhance the visitor experience.

BRAND MESSAGING The strategic & consistent communication of Visit Aiken’s value proposition, key benefits, and unique selling points to our visitors, creating brand awareness, engagement, and resonance.

• The Equestrian Lifestyle: In Aiken, SC, we believe in living a lifestyle in harmony with our equine companions. Here, you’ll find the perfect balance between rural charm and modern convenience, where open fields meet state-of-the-art equestrian facilities. Explore miles of scenic trails, witness the explosive elegance of our Sunday polo matches, and experience the intimate grace of a young thoroughbred emerging from the morning mist on our legendary training track. In Aiken, SC, equestrian excellence thrives. With a legacy spanning generations, our town has become a haven for riders seeking to push boundaries and achieve greatness. Immerse yourself in a community that understands the transformative power of horses and embraces the equestrian way of life. • Arts & Culture: Welcome to Aiken, SC, where creativity knows no bounds! From captivating galleries showcasing local artisans to lively performances that ignite the senses, Aiken is a haven for those seeking artistic expression. Our town offers a diverse range of cultural experiences. Immerse yourself in the symphony of colors, flavors, and sounds that define Aiken’s cultural landscape. Join us in celebrating the richness of our heritage while embracing the innovative spirit that drives our arts and culture scene. Wander through our historic streets, adorned with public art installations and sculptures that breathe life into every corner. Engage with the local arts community and witness the transformative power of creativity. Whether you’re an artist seeking inspiration or an art lover hungry for new experiences, Aiken invites you to be captivated by its undeniable artistic allure.

BRAND MESSAGING • Nature & The Outdoors: Welcome to Aiken, SC, where nature’s wonders await your discovery. Step into a world of breathtaking beauty, where pristine landscapes, lush greenery, urban forests, and serene gardens create outdoor playgrounds like no other. From hiking through Hitchcock Woods, one of the country’s largest urban forests, to experiencing nature’s beauty in Hopeland Gardens, Aiken offers a sanctuary where you can reconnect with nature and find solace in its embrace. Feel the gentle breeze on your face as you stroll through tranquil gardens, listen to the soothing sounds of birdsong on a trail ride through picturesque forests, or simply bask in the sun’s warmth in one of our many parks. Let nature be your refuge, and let Aiken be the gateway to your peaceful retreat. In Aiken, we have a deep-rooted commitment to preserving and protecting our natural wonders. With vast green spaces, protected landscapes, and various sustainability initiatives, we are dedicated to ensuring the longevity of our natural heritage for future generations to enjoy. • History & Heritage: Aiken, SC boasts a rich legacy of preservation, where the past is cherished and protected. Our town is a testament to the power of conservation, with historic districts that evoke a sense of nostalgia, meticulously restored landmarks that stand as proud testaments to our history, and dedicated organizations working tirelessly to safeguard our cultural heritage. Our town stands as a guardian of heritage, safeguarding the stories, landmarks, culture, and traditions that define our community. Through dedicated efforts, we ensure that the essence of Aiken’s past remains intact, allowing residents and visitors alike to connect with our shared legacy. Today, we act in the spirit of those that built our community – the perseverance & foresight of the railroad industry, the cultural & recreational influences of the Winter Colony, the passion & expertise of equestrian enthusiasts, the resilience & enduring legacy of Aiken’s Black community, and the innovation & strength of the Savannah River Site. Through ongoing restoration efforts and educational programs, we strive to ensure that the stories of those who came before us continue to inspire and educate.

BRAND MESSAGING • Downtown Aiken: Welcome to downtown Aiken, where the past seamlessly blends with the present, creating a dynamic and captivating atmosphere. Stroll through our well-preserved and beautifully landscaped downtown, lined with boutiques, galleries, and local eateries that offer a taste of life in Aiken. Experience the energy of our vibrant community, discover hidden gems, admire local craftsmanship, and find the perfect memento to remind you of the time you spent in Aiken. From farm-to-table eateries to cozy cafes and fine dining establishments, downtown Aiken is a culinary haven. Indulge in fresh ingredients, savor Southern specialties, and experience the warm hospitality that accompanies each culinary creation. Also a hub of arts and culture, in downtown Aiken creativity flourishes and imagination comes alive. Explore art galleries that showcase local talent, catch a performance at our historic theater, or immerse yourself in the vibrant street art that adorns the walls. Let the vibrant tapestry of creativity ignite your senses and leave you inspired