The Brief

Outside of Discover Newport’s various targeted campaigns, the destination was looking to more clearly define its default brand. Basically, a way to support Newport, RI’s brand as a destination

Design strategy

Targeted promotional campaigns may chase the demands of a specific visitor but a successful approach to place branding—from a tourism perspective—goes further. It’s about self reflection; defining a place’s personality, so as to be able to communicate its offer or promise. So much of what Newport, RI has on offer pairs seamlessly with iconic New England character traits. Pairing this with the fact that all nine locations served by the tourism bureau are coastal, Lakuna Design created a multi-faceted campaign under the name “The Classic Coast”. Print and digital promotion was created, along with a visual identity and a social media hashtag, #theclassiccoast. The hashtag has been a great success and continues to be a robust social and commercial resource for the area.