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Home » Washington Tourism Alliance Unveils New Brand

Washington Tourism Alliance Unveils New Brand

SEATTLE (January 4, 2022) – State of Washington Tourism (SWT), previously known as the Washington Tourism Alliance (WTA), today launched a refreshed brand and tourism marketing program. “The State of Washington” will replace Experience WA is the consumer facing brand, and a complementary industry identity, State of Washington Tourism, will align public and industry facing programs. The rebrand includes new logos, colors and fonts along with a modernized inspirational travel website.

Along with the brand comes a new consumer campaign, “#TrueToNature,” now running in select markets throughout Washington and multiple states across the western US. The primary goal of the “#TrueToNature” campaign is to drive travel to Washington by increasing awareness of the state’s visitor offerings and moving travelers to consider booking.

The foundational mission of SWT is to inspire visitors from around the world with a “traveler first” approach to tourism, thereby reaching and encouraging those who wish to experience thought-provoking and transformative travel moments uniquely their own.

“The new brand and campaign were co-created and shaped by stakeholders from across the state,” said David Blandford, executive director of SWT. “It was a thoughtful process that allowed us to uncover a brand that is an authentic reflection of our destination. We leaned into many of the findings we uncovered throughout the past year. We believe responsibility and inclusivity need to be embedded in our work from the ground up, and that this mindset will help us attract travelers who put values-based decisions first.”

The new destination website —  StateOfWaTourism.com  — will serve as a dynamic travel resource for visitors, offering statewide trip inspiration, regional and geographic resources, road-trip itinerary suggestions and immersive maps. The brand encapsulates rural, urban and outdoor experiences and highlights the geographical diversity of the state: from coastal beaches to mountainous national parks, from sophisticated cities and charming towns to evergreen forests and flourishing farms and from sunny archipelagos to ancient volcanos.  Washington’s essential storytelling elements — arts and culture; heritage and family; sports; food, wine, beer, and spirits; and natural beauty and outdoor adventure — are the foundation for transformative and meaningful experiences.

The destination’s new campaign, “#TrueToNature,” focuses on transformative travel by highlighting four groups of visitors that share their real travel stories as they visit Mount Rainier, the North Cascades, Spokane and the San Juan Islands. The videos are designed to engage and inspire those seeking spontaneous and authentic travel experiences, resulting in intimate, personal memories. The campaign will use a combination of social, digital and traditional advertising and marketing efforts in select markets, including Seattle; Vancouver, BC; California; Oregon; Arizona; Montana; Idaho; and Colorado. The creative campaign was created in partnership with Adventure Creative.

New destination images can be  downloaded here . New videos can be  viewed here .

In 2018, legislation was passed to reestablish a statewide destination marketing organization. Today, SWT serves as the state contractor to promote Washington as a top American tourist destination. In 2019, there was $21.8 billion in visitor spending in the State of Washington supporting various industry sectors (as reported by Tourism Economics).

For more information about State of Washington Tourism, please visit  stateofwatourism.com .

Connect with State of Washington Tourism on social media using the #TrueToNature hashtag and on  Facebook ,  Twitter  and  Instagram .

About State of Washington Tourism

State of Washington Tourism (SWT) is a 501(c)(6) organization established by industry stakeholders, with the sole mission of developing and sustaining Washington State destination tourism marketing. SWT procures and administers funds for marketing efforts and creates and implements a strategic statewide marketing plan. For more information, visit  www.industry.stateofwatourism.com .

MEDIA CONTACT:

Tracy Rabsky / Sienna Spencer Markles

Public Relations, GreenRubino for State of Washington Tourism

E:  [email protected]

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State of washington tourism to administer $3.5m in eda grants for tourism recovery, recipients announced for swt’s tourism sustainability grants, state tourism industry presents 2023 awards, inducts industry veterans into tourism hall of leadership, swt, port of seattle appoint black diamond as uk & ireland pr agency.

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Department of Jobs, Tourism, Science and Innovation

Visit our new home at wa.gov.au

Our website is moving in November 2020 to www.wa.gov.au, which brings all government services and information together in one searchable, accessible and mobile friendly place. For more information email [email protected]

For the latest COVID-19 information and WA Recovery Plan, visit wa.gov.au

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Tourism Australia reveals new logo via Interbrand

The new logo still features the iconic kangaroo but with a more modern design and vibrant colourful palette reflecting the rich and varied landscape of Australia.

Tourism Australia managing director Andrew McEvoy said it was the right time to update the eight year old logo and doing so would complement the recent update to the national tourism organisation’s global campaign.

Says McEvoy: “Tourism brands the world over, from Australia to Argentina, are continually updating their visual identity. Even New York’s iconic ‘I [heart] NY’ logo was revamped for the city’s recent summer tourism campaign.”

He said the new logo was more modern, sophisticated and better aligned with the contemporary and ‘best of Australia’ positioning being communicated by Tourism Australia’s recently updated campaign creative.

Says McEvoy: “While it has powerful visual elements that are still relevant, the current logo itself is beginning to look out-of-step with the next phase of our There’s nothing like Australia campaign.

“The strong use of blues, greens and yellows, and a significantly more contemporary positioning, is in keeping with Tourism Australia’s positioning of a modern and confident Australia open to the world.”

The current logo was designed in 2004 at the time of the ‘Different Light’ campaign.

The new logo will be progressively rolled out, starting in Australia and across the Tourism Australia network of 12 international offices from December 17. The timing aligns with Tourism Australia moving into new corporate headquarters at 420 George Street in the Sydney CBD.

Campaign artwork with the new logo will start to be used rolled from 1 January 2013′ with the aim of having the new logo included in all campaign material globally by the end of April 2013.

13 Comments

What was wrong with the old logo? This looks like clip art.

How much did they (we) pay for that?

Looks pretty stock standard for what I can imagine they would have paid for it.

It’s not bad I suppose. But it does seem very familiar, like something I’ve seen before (and quite a while ago I’d say)

A compelling argument for crowd-sourcing.

Brand new and it already looks dated.

Hello there? I’m calling to ask for my t-shirt design back Yours sincerely, Circular quay in 1994

Why so limp skip?

Interbrand are doing some awesome work. If I could have intimate relations with a logo, this one would be in with a chance.

very nicely stuck in disco 70’s

Like I said this logo is one COMPELLING argument for crowd-sourcing….

I have to agree with the general sentiments that it looks like a logo you would have seen on a shell suit at World Expo ’88 in Brisbane. It’s not that it’s so bad, moreso…well…it’s just pretty boring.

I think the symbol is great but the typography is terrible – Futura centered talk about a warp back to the 90’s It looks like they spent so much time developing the symbol they forgot how important typography is…

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What makes a good tourism logo?

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Types of logos There are 7 different types of logos. They’re all a combination of image and typography, but each gives your brand a distinct feel... Keep reading

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How to attribute for other media? How to attribute?

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