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"Drift Less" marketing campaign discussed at Winneshiek County Board of Supervisors Monday

Posted: Mon, Sep 9, 2019 12:16 PM

On Monday the Winneshiek County Board of Supervisors heard a presentation from Winneshiek County Development Director Stephanie Fromm and Decorah Area Chamber of Commerce Executive Director Kristina Wiltgen. Fromm and Wiltgen discussed the marketing campaign recommended by Cubic Marketing.

Cubic has unveiled a logo and branding campaign that will be launched through Visit Decorah. The slogan presented by Cubic was "Drift Less," with an additional branding phrase, "Glaciers missed us. Be sure you don't."

"The Cubic logo is just one piece of a larger marketing system," said Fromm. Fromm and Wiltgen explained the marketing system includes working in collaboration with Cubic Marketing to spur economic development of Decorah's overnight lodging accommodations. This includes the logo, branding slogans, data computation, and a strategic advertising campaign to attract more overnight visitors to the area. Wiltgen said she hoped the logo would become "an anchor" for the marketing campaign.

During their presentation, Wiltgen noted the primary goal of the marketing campaign is "get more overnight visitors." She explained that if visitors have been to the area once, "they're more likely to come back."

The Visit Decorah marketing project with Cubic Marketing was funded by the Hotel/Motel Marketing Committee that manages 25 percent of the local lodging tax. The estimated cost of the ongoing marketing campaign, Fromm said, is approximately $65,000. Prior to hiring Cubic, Visit Decorah reviewed five consulting firms, ranging in cost from $20,000 to $113,000.

Going forward, Wiltgen noted they are working in collaboration with Cubic Marketing to create a new Visit Decorah website, to create a one-stop overnight tourism hub.

Supervisor John Beard complimented the branding's "Drift Less. (___) More." slogan.

"We are excited to continue to make Decorah an attraction to overnight visitors," said Fromm. "We hope some of these visitors set roots here and become part of the community."