Bristol-based consultancy Halo Media is refreshing the way that Bath promotes itself as a tourist destination by creating new branding for its marketing organisation Bath Tourism Plus.
Appointed in May following a five-way unpaid pitch in April, Halo is implementing an updated version of the destination marketing organisation’s visual identity.
It is also creating a new photographic and typographic style that will be rolled out across Bath Tourism Plus brochures and any future above-the-line advertising.
‘Bath is an aspirational place that competes with destinations such as Venice,’ says Halo client services director Mark Jacks. ‘As such, we are creating a really bold, stylish and confident new look for its marketing materials.’
Jacks continues, ‘Gone are the days of brochures featuring photographic montages. Instead, we want to make a strong statement with the use of photography and strong aspirational copy that will capture the essence of Bath rather than appeal to all people.’
Bath Tourism Plus hopes that its refreshed image will help it to increase the number of holidaymakers who stay for longer than a day or two in Bath.
The new look and feel rolls out across Bath Tourism Plus’s new marketing campaign in 2009.