Bath, VA - Brand Strategy by Destination by Design

BRAND STRATEGY Oc tober 2 02 3

SOAK IT UP NESTLED WITHIN THE BREATHTAKING LANDSCAPES OF THE ALLEGHENY MOUNTAINS, BATH COUNTY, VIRGINIA IS A SERENE OASIS OF REFUGE AND RESPITE. ENVELOPED BY THE HISTORIC HEALING WATERS OF OUR NATURAL SPRINGS, THE COUNTY OFFERS A TRANQUIL HAVEN FOR THOSE SEEKING SOLACE AND REJUVENATION.

BRAND IDENTITY The unique combination of visual, verbal, and experiential elements that identify and differentiate Visit Bath.

ORGANIZATION NAM E Visit Bath County, VA

B R AN D NAM E Visit Bath

B R AN D AWARE N ESS CAM PAIG NS • Soak It Up • Breathe Deep

URL: VisitBathVA.com

BRAND APPROACH

EXECUTION

Soak It Up is a lighthearted and playful nod to the renowned healing waters of Bath County’s historic, natural springs. This campaign tagline will promote not only the springs, but will also encourage visitors to experience and fully absorb the full essence of Bath County, VA - its tranquility, charm, and the revitalizing qualities found in nature.

Our storytelling should invite guests to fully embrace, unwind, and indulge in all that Bath County has to offer. By highlighting the breathtaking natural beauty, rich history and culture, warm hospitality, and abundant outdoor adventures, we will create an atmosphere where guests can soak up the serenity and unique experiences that define our community.

Campaigns will convey the sense of relaxation, rejuvenation, and indulgence that comes from our historic healing waters and the many other exceptional experiences found in Bath County, VA.

Brand language will draw inspiration from Bath’s storied healing waters through continued use of water metaphors, wordplay, and verbal imagery where possible. Words and terms such as immerse, sink, bubble up, deep, flow, jump in, make a splash, etc. will help create a strong sense of place and connect visitors to one of Bath’s most historic and valuable tourism attractions.

Handle: @VisitBathVA Hashtag: #soakitup #visitbathVA 3

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

1. ELEVATE BRAND AWARENESS & POSITIONING Firmly establish Bath County, VA as a premiere & elevated destination in the minds of travelers, especially within specific target markets and identified demographic groups. Inspire and encourage word-of-mouth recommendations to support the idea that Bath County’ is a well-kept secret, available to those “in the know”.

2. ENHANCE VISITOR DISTRIBUTION Showcase the remarkable variety of offerings available throughout Bath County and promote their interconnectedness in an effort to disperse visitors more evenly to ensure an equitable distribution of the economic benefits brought into the area by visitors.

3. CULTIVATE AUTHENTIC EXPERIENCES Curate & promote unique immersive experiences that reflect the genuine character and cultural heritage of Bath County, allowing visitors to connect deeply with the destination and create lasting memories.

4. OPTIMIZE DIGITAL PRESENCE Optimize Visit Bath’s online presence by continuously improving the tourism website, maintaining engaging social media channels and targeted digital marketing campaigns, and leveraging technology to attract and engage potential and repeat visitors.

5. MEASURE & EVALUATE SUCCESS Establish metrics and analytics to measure the effectiveness of brand strategies and initiatives, regularly evaluate their impact, and make data-driven adjustments to ensure continuous improvement and goal alignment.

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

To inspire our visitors to fully immerse themselves in the natural beauty & rejuvenating outdoor experiences that can only be found in Bath County, VA and encourage exploration of the hidden wonders and historic amenities spread across our region.

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

OUR HOSPITALITY HERITAGE • Welcoming Legends Bath County’s rich heritage of hospitality is intertwined with the allure of its renowned accommodations. Delve into the tales of grand establishments that have graced this land (and still do!), where aristocrats, socialites, presidents, athletes, and luminaries have sought refuge and retreat. From luxurious mountain resorts to elegant historic inns, Bath County’s upscale amenities have played host to countless memorable moments and enchanting experiences. • Preserving Tradition Bath County is a custodian of hospitality, cherishing the traditions that have woven its fabric through the years. Step into a world where history, heritage, and hospitality intertwine, where the past illuminates the present, and where every visitor is embraced with open arms. • Today’s Hospitality Landscape Step into a world where traditional hospitality seamlessly blends with modern innovation, as Bath County embraces a contemporary approach to providing unparalleled guest experiences. Discover a destination where the old and the new converge, offering a unique and vibrant tapestry of hospitality in a modern landscape.

A HAVEN FOR OUTDOOR ADVENTURE • Untouched Wilderness Bath County is a haven for outdoor enthusiasts seeking to immerse themselves in nature’s untamed beauty. With its vast expanses of pristine landscapes, the county is a playground for adventure seekers of all kinds. Exploring the Bath County wilderness means opening yourself up to the transformative power of nature. It’s about forging a deeper connection with the land, challenging yourself, and embracing the awe-inspiring beauty that surrounds you. • Curated Experiences Embark on a journey of curated outdoor experiences in Bath County, where every adventure is carefully crafted to ignite your spirit of exploration. Unleash your sense of wonder as you delve into handpicked activities and guided expeditions that reveal the true essence of the county’s natural wonders. • Nature’s Playground In the heart of Bath County lies an adventurer’s paradise, where every thrill imaginable awaits those who seek it. Discover the thrill of exploring untamed wilderness, conquering rugged trails, and embracing the exhilaration of outdoor pursuits in a setting of awe-inspiring beauty. Whether your passion is hiking, mountain biking, horseback riding, or fly fishing, this idyllic destination is a haven for outdoor enthusiasts craving unforgettable experiences.

REJUVENATION & WELL-BEING • Sanctuary of Serenity Escape to a sanctuary of serenity in Bath County, where relaxation retreats beckon those seeking rejuvenation and inner peace. Indulge in a tranquil haven that soothes the senses, offering a respite from the hustle and bustle of everyday life and a space to reconnect with yourself amidst the beauty of nature. • Healing Waters Experience the transformative power of Bath County’s healing waters, where natural springs and a rich spa culture intertwine to nurture the body, mind, and spirit. Delve into a world of rejuvenation, where the restorative properties of mineralrich waters and time-honored therapies create a holistic approach to well-being. • Nature’s Rejuvenating Power In Bath County, find a destination that embraces the holistic & natural approach to well-being, nurturing mind, body, and spirit. Discover a haven where ancient wisdom, natural beauty, and a supportive community come together to foster renewal, offering transformative experiences that leave you feeling recharged and revitalized.

NATURAL BEAUTY • Breathtaking Beauty Step into Bath County’s breathtaking landscapes and immerse yourself in one of nature’s masterpieces. From lush meadows and verdant forests to gentle, rolling hills and serene waterways, every corner of this picturesque county reveals a scene of unparalleled beauty waiting to be discovered. • Our Commitment to Preservation Explore Bath County’s commitment to preserving and protecting its natural wonders, ensuring that the beauty that captivates us today can be cherished by future generations. Discover the efforts undertaken to safeguard the immense stretch of public lands and vast green spaces, native biodiversity, and the precious ecosystems that make Bath County a true haven of natural beauty.

HOT SPRINGS & WARM SPRINGS • Downtown Oasis Step back in time and immerse yourself in the captivating history and vibrant culture of Hot Springs and Warm Springs. Bath County’s two charming downtowns. Explore their historic streets, where the echoes of the past blend seamlessly with modern vitality. Indulge in a journey that celebrates the unique heritage, warm hospitality, and the vibrant pulse that flows through the heart of these historic towns. • Everything Awaits Step into the charming boutiques, galleries, and artisan shops that line the streets of Hot Springs and Warm Springs. Savor the culinary delights found in our restaurants & cafes. Discover unique offerings that reflect the creativity and craftsmanship of local artisans. From handmade crafts and locally sourced products to one-of-a-kind artwork and antiques, each shop presents a treasure trove waiting to be discovered. • Nature’s Gateway Explore the natural beauty that surrounds Hot Springs and Warm Springs, where the downtowns serve as gateways to outdoor adventures. Discover nearby hiking trails, scenic overlooks, or enjoy a relaxing soak in the healing mineral waters that have drawn visitors for centuries. Experience the harmonious blend of history, culture, and nature that makes these downtowns truly exceptional.

OUR PROMISE IN BATH COUNTY, ONE CAN FIND A LASTING SENSE OF TRANQUILITY AND A TIMELESS ESCAPE FROM THE DEMANDS OF EVERYDAY LIFE.

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

• W ISE & THERAPEUTIC

Knowledgeable and aware of the rejuvenating benefits of immersion in nature, intentional movement, and Bath County’s healing hot springs. Our voice is that of a trusted practitioner imparting knowledge.

• A CCEPTING & WELCOMING

Bath County is open and welcoming to all visitors.

• U PSCALE & CULTURED

Historically, Bath County has been an escape for its metropolitan neighbors, which has built and shaped its refined culture and upscale style of living. Our voice reflects generations of culture and metropolitan influence.

• A DVENTUROUS

In Bath County, we’re up to the challenge! Whether casting a line into a backcountry stream or exploring a new trail, our voice is expectant, open-minded, and energetic.

EMOTIONAL APPEAL • SE NSE OF PE ACE & CONTE NTME NT • E NE RGIZE D & RE ADY TO EXPLORE • CONNEC TE D TO & HE ALE D BY NATU RE

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

Where One Can Embrace Nature’s Healing & Restorative Powers Nature’s Restorative Embrace

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

• U PSCALE • EXCLUSIVE • HIDDE N • PRESE RVE D • NATU R AL

UNIQUE VALUE PROPOSITION Nestled within the breathtaking landscapes of the Allegheny Mountains, Bath County, Virginia is a serene oasis of refuge and respite. Enveloped by the historic healing waters of our natural springs, the county offers a tranquil haven for those seeking solace and rejuvenation.

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

• H OSPITALITY

Bath County takes pride in its warm and welcoming hospitality. We value exceptional service and work to ensure that our visitors feel valued, cared for, and embraced by our community.

• P RESERVATION

Bath County is committed to preserving its natural landscapes, historical sites, and cultural assets. We value sustainability and responsible practices to protect and conserve our resources for future generations to enjoy.

• W ELLNESS

Bath County places importance on wellness and the pursuit of well-being. We embrace the healing properties of nature: our healing springs, vast forests, and pristine rivers which offer opportunities for relaxation, rejuvenation, and growth.

• A DVENTURE

Bath County embraces the spirit of adventure and outdoor exploration. We value the exhilaration and sense of discovery that comes with engaging in outdoor activities, providing opportunities for visitors to experience thrilling adventures in our rugged landscapes.

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

At Visit Bath County, Virginia we extend a heartfelt invitation to all visitors, welcoming them into a curated experience that showcases the natural beauty, rejuvenating wonders, and warm hospitality of Bath County. Through personalized and thoughtfully designed experiences, we aim to create lasting connections, inspire exploration, and foster a sense of well-being, ensuring that every visitor leaves Bath County with cherished memories and a desire to return.

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

To be the epitome of a restorative and transformative destination, celebrated for our harmonious blend of breathtaking natural landscapes, rejuvenating experiences, and genuine hospitality. We aspire to create a haven where visitors can discover profound connections with nature, find solace and revitalization, and leave with cherished memories that inspire them to embrace a more balanced and fulfilling way of life.

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

In Bath County, visitors will find restorative & rejuvenating experiences, surrounded by the stunning scenery and natural wonders of the Allegheny Mountains and anchored by a warm tradition of hospitality.