The Monadnock Region of New Hampshire was overshadowed by the more popular and better promoted regions of the state and its reputation as isolated was affecting the ability of the 31 cities and hamlets within it to retain and recruit talent. A Promote The Region group was formed to advance awareness and regard for SW New Hampshire as a place to live, visit, learn, work and expand a business. Regional partners knew that they needed to coalesce and collaborate to communicate the whole of the experience as closer than you think. They chose North Star to shape the story.
BRAND DNA
- Target audience
- For those drawn to the natural beauty and energy of the outdoors,
- Frame of reference
- the Monadnock Region in the scenic SW corner of New Hampshire
- point-of-difference
- is remote but not removed and inspires the independence to follow your own path without having to stand alone,
- Benefit
- where you are free to make the best of every day.
Regional Challenge:
With such a breadth of towns, experiences and assets, the Monadnock Region had struggled to tell a cohesive story. Sometimes caught in Boston’s shadow and perceived as too remote, the region was actually home to great colleges and universities and had an enviable manufacturing base. Most of all, its quality of life was spectacular, with outdoor recreation, cultural gems, affordability and natural beauty.
brand solution:
The Monadnock Region Within Thriving Distance brand is an invitation to this remote but not removed outdoor playground that inspires folks to follow their own path of discovery and creativity without isolation. And with that discovery comes the realization that the region is a strong location for business and entrepreneurs. The new brand has the region competing better than ever.
