Fresh marketing visuals follow a new business model
Cookeville – In celebration of National Travel & Tourism Week, Tour the Upper Cumberland (TUC)now has a new look. Barely a year after being acquired by new ownership, the area tour agency unveiled a new logo, a first phase in a rebranding campaign.
In addition to the logo, Tour the Upper Cumberland is introducing a strategic marketing and branding campaign into target markets. A re-wrap of their 10-passenger bus is in progress along with an updated website to kick-off the project.
“The previous owners built a solid foundation,” said Molly Brown, owner/CEO. “We’ve taken the past year to audit systems and services, assess what works best in the current economy, and determine how to incorporate our industry connections and experience into our services.”
Brown said the step was inevitable.
“The new logo and accompanying marketing collateral were a natural next step in our process, ensuring perceptions of Tour the Upper Cumberland best represent the expanded opportunities for our guests,” added Brown.
The fresh marketing visuals follow a new business model, with tour services evolving from ticketed tours to now focusing on private, group bookings. Groups can book up to 10 people for guided, custom tours, as well as shuttle service for guests who plan their own itineraries.
Partnerships in all 14 counties of the region provide a wide range of options for guests.
“From history and heritage stops to nursery and farm tours to scenic attractions like waterfalls and overlooks, the opportunities for custom tours are endless,” said Brown. “Our ‘spirited’ tours to wineries, breweries, and distilleries are also among some of the most popular.”
Brown says the tours and shuttle services are ideal for friends’ groups, couples’ outings, girlfriend getaways, wedding and bridal parties, corporate retreats, staff appreciation trips, birthday celebrations, civic club gatherings, reunions (family, sorority, fraternity, etc.) and even relocation overviews, a “great option for area realtors to offer newcomer clients.”
In the coming phases of the rebrand, TUC will begin targeted media buys, additional website updates, statewide and regional brochure blitzes and announcements of expanded tour opportunities. They will also partner with Tennessee Tech University’s Center for Rural Innovation for future design and content creation projects hoping to provide experience for students to develop talents, build client-partner communication skills and become more career-ready.
Photo courtesy Tour the Upper Cumberland.