PLAINVIEW, TX
SKY FULL OF BLUE
IDENTITY
ORGANIZATION NAME
Plainview, TX
Convention & Visitors Bureau
BRAND NAME
Visit PVTX
TAGLINE SUGGESTION
Sky Full of Blue
CAMPAIGN CONCEPT
Re-Discover Plainview
URL
VisitPlainviewTX.com
VisitPVTX.Com
HANDLE
@VisitPVTX
HASHTAG
#VisitPVTX
#SkyFullofBlue
#PlainviewTX
APPROACH
The brand approach for Plainview, Texas, encapsulated by the “PVTX” identifier, is a deliberate and thoughtfully crafted strategy designed to highlight the city’s distinct appeal, while also addressing contemporary challenges.
This strategic choice stems from an understanding of Plainview’s rich history, core values, and future opportunities, making it a robust framework for brand development and promotion.
The PVTX abbreviation utilizes a modern and memorable branding tool. It not only offers a nod to the trend of using initials to foster a sense of familiarity and pride, but also distinguishes Plainview within the broader context of Texas destinations and facilitates a distinctive brand experience.
This shorthand encourages locals and visitors to embrace and share their experiences of Plainview’s vibrant community, vast landscapes, and cultural richness, thereby fostering a deeper connection to the area and positioning the city for sustained growth and vibrancy.
TAGLINE JUSTIFICATION
Sky Full of Blue
Drawing inspiration from a song lyric by Jimmy Dean, a figure synonymous with authenticity, resilience, and warmth, this tagline directly connects to the cultural and historical fabric of Plainview, while not obviously invoking Jimmy Dean as a figurehead. At the same time, it alludes to the majestic and expansive Texas skies, a hallmark of the region’s distinct landscape.
“Sky Full of Blue” inherently speaks to a sense of optimism and hope. It reflects Plainview’s vision for the future — one that is bright, open, and filled with opportunity.
The tagline’s simplicity effectively communicates Plainview’s unique value proposition in a way that is easily understood and remembered, which makes it a powerful tool for future marketing efforts. Its broad appeal and emotional resonance ensure that it can be easily integrated across various platforms and campaigns, from digital marketing to outdoor advertising and beyond.
In essence, “Sky Full of Blue” is not just a tagline; it encapsulates the community’s pride in its distinctive landscapes, cultural heritage, and optimistic outlook, making it an ideal rallying cry for Plainview’s efforts to attract visitors and promote the area as a destination of choice
PILLARS
PVTX COMMUNITY
Story Themes:
• Downtown Plainview
• Hosting Events & Meetings in Plainview
• Educational Landmarks
• Regional Economic Hub
• Festivals & Events
OPEN SPACES & DISTINCT LANDSCAPES
Story Themes:
• Llano Estacado & PVTX’s Distinct Topography
• Native Flora & Fauna
• Wide Open Spaces
• Sunrise & Sunset Views
CULTURAL LEGACY: PAST & PRESENT
Story Themes:
• Agriculture & Farming in the Rural Texas Panhandle
• Plainview’s Roots
Llano Estacado, Native American Heritage, Victorian-Era Plainview
• Hispanic Influences
• Significant Historic Events & People
Flying Queens, Wayland Integration, Jimmy Dean
• Festivals & Events
PILLARS
GROWTH
& OPPORTUNITY
Story Themes:
• Entrepreneuring Spirit
• PVTX Boomerang!
• Downtown Revitalization
LEISURE & RECREATION OPPORTUNITIES
Story Themes:
• Explore Plainview
Buffalo Point, Aquatic Center, Running Water Draw Park & Disc Golf Course, Plainview Hiking & Biking Trail, Plainview Country Club (Golf), Museums
• Beyond the City Limits
Caprock Canyons State Park & Trailway, Local Vineyards & Wineries, Hunting, Birdwatching, Cultural & Historical Trails
• Sports Tourism Opportunities
BRAND GOALS
BRAND GOALS
1. Establish Plainview, Texas as an appealing destination, regionally and in the minds of visitors.
2. Anchor the PVTX brand as the primary storyteller for the CVB.
3. Increase visitor traffic by highlighting and supporting Plainview’s attractions, shops & restaurants, lodging, events, and recreational opportunities.
POSITIONING
PURPOSE
Our purpose is to showcase the distinct appeal of Plainview, Texas, by connecting visitors with our deep-rooted cultural legacy, lively community, and event facilities.
We aim to offer a gateway to memorable experiences that embody the true spirit of the rural Texas Panhandle.
UNIQUE VALUE STATEMENT
Plainview’s distinct appeal is rooted in a rich heritage of the Llano Estacado and today is encompassed by its historic and revitalized Downtown, diverse community, and the wide open plains.
For visitors seeking an authentic small-town, Texas Panhandle experience, Plainview is an appealing alternative to the big city.
PROMISE
In Plainview, we promise a genuine, rural Texas Panhandle experience that immerses visitors in our rich history, vibrant community, and diverse recreational opportunities.
VOICE
TONE:
Inviting: Every message from Plainview, internal or external, carries an inviting tone, encouraging both locals and visitors to enjoy everything Plainview offers.
Genuine: We tell true stories of our city (and a few tall tales), celebrating the authentic experiences and the real people that define our community. This honesty builds trust and fosters a deeper connection with our audience.
Optimistic: We’re enthusiastic about our city’s present and future, always highlighting the positive aspects and opportunities that lie ahead. This optimism is contagious, drawing people to Plainview with the promise of positive experiences.
STYLE:
Narrative: We are storytellers. Our communications paint a vivid picture of Plainview’s history, people, businesses, leisure & recreation opportunities, and the everyday story of life in our town.
Inclusive: Inclusivity is a cornerstone of our style. We craft our messages to resonate with a broad audience, creating a sense of belonging for all who interact with our brand.
Dynamic: Our brand voice is dynamic, adapting as the city evolves and changes. This flexibility allows us to effectively communicate the multifaceted personality of Plainview, catering to diverse interests and engaging with people in meaningful ways.
BRAND AVATAR
Meet Penny Plainview: A reflection of Plainview’s diverse heritage.
• Educated and Ambitious: Penny graduated from Wayland, demonstrating the local drive for education and growth. She expanded her horizons with a graduate degree in the Big City, embracing its culture.
• Return to Roots: After experiencing city life, Penny’s deep connection to Plainview called her back home to contribute to her community.
• Community Contributor: Penny sees Plainview with fresh eyes, valuing its mix of tradition and new ideas. She’s committed to being part of its growth and future.
• Brand Avatar: Penny embodies Plainview’s unity, diversity, and evolving spirit. Through her stories, she welcomes everyone to explore the city’s rich culture, history, and future potential.
THE JIMMY DEAN LEGACY
• Resilience
• Creativity
• Community
• Authenticity
Our brand values serve as a tribute to the timeless attributes and enduring spirit exemplified by Jimmy Dean.
By aligning VISIT PVTX’s brand values with Jimmy Dean, we aim to encapsulate a standard of excellence and authenticity that Dean himself personified.
This approach allows us to imbue Plainview’s brand with these qualities, all while maintaining a connection to the roots that have shaped the city. It’s a way to acknowledge our past, drawing inspiration from Dean’s legacy, without letting it define our entire identity.
BRAND VALUES
Spirit of Innovation and Creativity: Highlighting our dedication to embracing new ideas, artistic expressions, and original solutions that drive progress and inspire a future of excellence.
Unified Community & Collaborative Strength: This value underscores the belief that together, as a community and with visitors, we can create a more welcoming, supportive, and vibrant Plainview.
Inclusive Diversity & Shared Stewardship: Highlighting the importance of embracing diversity and inclusivity, this value also underscores our commitment to the responsible care of our community’s natural and cultural heritage.