Stellenbosch Case Study - Go Back
BACKGROUND
Although Stellenbosch is the historic leader for breathtaking wineland scenery, competitors such as Franschhoek and Robertson have been moving fast to improve their tourism offerings.
The unique advantages previously displayed by Stellenbosch, now being eroded through a lack of unified marketing messages and intense competition, saw the brand weaken to an extent where it lacked the emotional connections as well as the rational attributes it needed to entice tourists to explore and discover this unique town. The brand needed a new lease on life.
CHALLENGE
Franschhoek and Robertson had been moving fast to position themselves as the new destination of choice in the winelands, highlighting aspects such as gourmet culinary experiences and contemporary getaways for travellers in need of respite and relaxation.
Boomtown needed to delve deep to position the Stellenbosch area as a tourist destination that connected emotionally and brought the best out in the vast array of offerings the area possessed.
STRATEGY
Boomtown Strategic Brand Agency was asked to develop two unique brand directions that embodied all Stellenbosch stood for. Through our proprietary rebrand process we researched and crafted a distinctive, compelling brand that would market Stellenbosch to its fullest potential.
The process involved into a two-phase action plan following Boomtown’s strategic process. The initial phase, termed the Brand Audit Model, saw the Boomtown team immerse themselves in the history of the area, researching aspects such as the rich heritage of Stellenbosch, the renowned brand icons, the area’s competitors and concluding with the brand’s inventory and touchpoints.
Continuously drawing on unique insights uncovered in the research, Boomtown began crafting the two distinctive brand directions. These directions were put through the Boomtown Brand Development Model to create first, the brand personality – bringing the Stellenbosch character to life. Brand Pillars were created for the two directions, providing the platform for the brand to grow and express itself.
Finally, the Brand Essence was carefully constructed – meticulously piecing together the final framework to give the revitalised Stellenbosch brand life.
Boomtown Strategic Brand Agency completed the process by including a stunning new corporate identity that would visually express the brand and show its beautiful face to the world.
RESULT
- Boomtown developed a new corporate identity for the region.
- Created an updated brand personality.
- Unique graphic element to be used as a mark for Stellenbosch
- Position Stellenbosch as the benchmark for breathtaking luxury tourism in the global wine destination sector.
