| Secretaría de Turismo del Estado de Querétaro
2009 REBRAND 100 Winners > distinction
Industry/Sector: Tourism
Enterprise Rebrand
Country Base: Mexico
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - The Tourism Board of the State of Querétaro (in the center of México) is a government institution devoted to attract travelers. It also provides information services and launches ad campaigns.
Challenge - The Board had a very poor branding approach: there were no strategies nor defined brand values. Several logotypes —not brands— were used and discarded through time. Querétaro was perceived as boring.
Strategy - Querétaro has been rebranded as a place where the good life can be experienced in everyday life, aimed mainly at the 23 million Mexico City inhabitants: our main market, only 130 miles away. The new brand identity was designed to stand out in the chaotic landscape of destination brands in México. The rebrand process (except research) was carried out—holistically—by an in-house multidisciplinary team, from defining the brand essence to the finest detail in cartography, copywriting style, photographic guidelines, etc.
Result - The new brand depicts Querétaro as a top-end destination, though reachable and easy to get around. The easy recognition of the brand has led to a powerful and accurate way of selling the destination. In 2007, Querétaro stood in fourth place among the most visited destinations in México (just below Cancún but above Puerto Vallarta). In 2008, the Board Magazine won the first prize in the most important national design contest.
Credits:
Client: Secretaría de Turismo del Estado de Querétaro - www.queretaro.travel
Head of the Tourism Board: Esther Carboney
Brand Strategists/Designers: Secretaría de Turismo del Estado de Querétaro Team - www.queretaro.travel
Creative Directors: Mauricio Sánchez, Mauricio Aguilera, Julieta Díaz, Jacobo Zanella, Eduardo de la Garma
Designers: Jacobo Zanella, Héctor Muñoz, Omar de Luna, Adriana San Román, Denisse Piña and Diana Rodríguez
Naming Strategists: Julieta Díaz and Mauricio Sánchez
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