Local Government: Destination Marketing
TOWN OF AVON
The Town of Avon had a single website that housed both municipal information and destination marketing content. The UX of the site was disjointed and it did little to attract guests to this lovely mountain town. In order to improve event attendance and increase heads-in-beds, the Town needed a new brand and website to support their destination marketing efforts.
Inspired by local marketing districts, the “Discover Avon” brand took shape. The Town’s logo was modified to support this new venture, replacing its institutional vibe with a warm and welcoming aesthetic. The Town had recently changed their tagline from “Endless Possibilities” to “The Heart of the Valley”, so it was fitting to share the love that Avon offers through thoughtful messaging and inclusive image selection. The website was optimized for search and built with the guest in mind, providing visitors with a full spectrum of things to do when they come to visit.
- Increased ADR and occupancy rates
- Weekday and shoulder season overnight visitation growth
- YOY increases to sales tax collected
- Improved organic website traffic
“Dennis was instrumental in guiding the most recent iteration of our Town website. His practical approach helped us to simplify a ton of information and organize it in a way that our community has embraced.”
Town of Avon
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