Balboa Park – Branding a Major City Attraction for Local & Tourist Markets

The Opportunity: To unify the image of 21 cultural institutions within Balboa Park into one consistent, coherent brand identity that would appeal to and attract local as well as tourist customers. With a united brand position, the various Park entities could then pool and leverage their advertising and promotion budgets to maximize impact and exposure. Likewise they could design and build individual promotional programs to fit within and reflect the overall branded framework. A major goal: to find consensus on brand identity and marketing direction among the many stakeholders in the 21 various institutions.

The DGW Solution: The proprietary process of BrandDiscovery Workshops proved again to be the essential tool for setting brand identity and direction, and for gaining vital consensus with all stakeholders. The 1-1/2 day session brought together a meeting of the minds from 45 participants, including the Executive Directors and Marketing Directors from all 21 institutions. The resulting brand proposition, strategies and tactics then provided the direction for creative execution of new Balboa Park logo, literature, advertisements, signage and more.

The Result: This program is still ongoing. Limited budgets have stretched the execution of advertising and sales promotion over several budget cycles. To date, literature, advertising, some signage, and web site has been completed.

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