| Howe Caverns
2009 REBRAND 100 Winners > distinction
Industry/Sector: Travel & Leisure
Enterprise Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - Howe Caverns is the largest show cave in the Northeastern US and competes with flashy amusement parks, water parks, interactive video games and the bright lights of the shopping mall.
Challenge - Howe Caverns was thought of as a roadside attraction from a time gone by, when people drove out to the country to see what they could see. Annual visits peaked at nearly a quarter million per year, but had been declining steadily.
Strategy - “A real cool way to spend the day.” Youthful, energetic, gritty and alternating between light and dark, the visual identity conveys all the excitement, wonder and adventure of Howe Caverns, with an invitation to “go underground”. It is supported by dramatic photographs from the cavern, along with images of people engaged in the many activities available on the surface.
Result - The new Howe brand launched in mid-July 2008, just in time for high gas prices and the sharp decline in travel & tourism. Even so, Howe saw a dramatic increase in traffic beginning in August - year over year visits up for the first time in 10 years and 15-20% over revenue goals.
Credits:
Client: Howe Caverns - www.howecaverns.com
Brand Strategists/Designers: Wanderlust - www.createwanderlust.com
President & Chief Strategic Officer: Mark Shipley
EVP Image & Identity: Sara Tack
EVP Planning & Research: Patrick Reilly
Account Manager: Amanda Wheeler
Copywriter: Alan Beberwyck
Production Manager: Lynn White
Graphic Artist: Chris Havens
Photography: Peter Jones, Kevin Barner
Web Platform: Newfangled Web Factory - www.newfangled.com
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