Eureka Springs is truly a one-of-a-kind destination, unlike any other place in Arkansas or in the surrounding states. It’s home to everyone from artists and outdoor enthusiasts to Christians and bikers, and the area offers countless things to experience: Museums. Artisan shops. Unique restaurants. Endless hiking and biking trails. Lakes and rivers for kayaking, boating, canoeing, and fishing. Twisting, scenic roads. The Passion Play. Dozens of specialty-interest events all year long. And more. As research indicated people stay an average of two nights, we wanted to inspire visitors to extend their stay in Eureka Springs and experience all of the things this unique destination has to offer. We had to make this intriguing destination more relevant and “discoverable” to a wider spectrum of traveler types, while inspiring longer stays that could increase bed and restaurant tax collections.
We needed to share the very unique Eureka Springs story with more people, while ensuring that Eureka Springs residents and stakeholders were aligned with, and supportive of, the new brand initiatives. First we clearly defined audience profiles and visitor personas. Then we developed a new brand identity that was more up-to-date and differentiating. Finally, we created a new brand platform that would enable us to tell the destination’s story in a way that was as unique as the destination itself.
People say the most curious things when they visit Eureka Springs. And we can’t blame them. This is a place where a 65 and a half foot tall Jesus stands watch over the entire area. Where the natural surroundings possess an almost magical beauty. And where a simple stroll around town can result in an entire year’s worth of Instagram content. Fact is, the more you see, taste, do and experience, the more you realize that this wonderfully weird section of Arkansas can inspire reactions that are as perplexing as they are pleasing. But that’s what makes us great. After all, this is Eureka Springs. And this is a place that is “Curious, indeed.”