DCI reimagined Visit Redding’s tourism brand and website design to give the destination a new vibe.
Through a new tourism brand, website design and national media campaigns, DCI put Redding on the map, appealing to travelers to make travel plans and get outside.
Previously known as a drive-by destination between San Francisco and Portland, Redding, CA, had an opportunity to position itself as a true travel destination for adventure in Northern California. Redding is known for its outdoor recreation offerings, including 300+ miles of trails and world-class fly fishing. For DCI, the challenge was to launch a new brand and travel website design that would encourage travelers to stop in Redding and also inspire them to get out and experience Redding's travel experiences.
DCI conducted a three-day immersion tour and focus groups in Redding to start the travel branding journey. In addition, DCI surveyed 1,000 past and potential visitors from five states to gauge current travel and tourism perceptions and gaps in messaging. Using findings from this research, DCI presented three brand concepts for Visit Redding to attract visitors from around the world, and ultimately narrowed it down to the final concept seen today on its user-friendly homepage and travel site, before designing the new website and launching an awareness campaign.
New Destination Brand
as a hub for outdoor adventure in California was generated by a rebrand, from logo, to typography to imagery.
for Visit Redding’s official website includes DCI’s redesigned and rewritten SEO-friendly content.
34 Million Impressions
secured via 66 media results within the first year of the program, including placements in Forbes , L.A. Times and Men's Journal touting Redding as a hub for outdoor adventure.