Arlington Convention and Visitors Service (ACVS) is specifically involved in attracting tourists and businesses to the region. We developed a branding strategy for ACVS to help position the agency, differentiate their brand in the marketplace and articulate their message to both individual tourist and business groups.

We started by researching the competitive landscape of organizations competing in the region such as Washington, D.C., Baltimore, MD and the state of Virginia. This research was presented in a Competitive Matrix document. From this research we were able to distill insights about Arlington County, Virginia—ultimately setting a frame work for differentiating the market area and establishing creative drivers for the branding.

To date we’ve created branding assets including a positioning statement, tag line and branding guidelines. We have also rolled out a number of tactical pieces including print advertising, direct response material, and collateral.