Burnside Tourism Commission
What We Delivered
Hey Good Lookin’
The city of Burnside isn’t just a gorgeous lake town that happens to be the only community on the shores of Lake Cumberland. It also has a bit of history tied to it, as home to author Harriett Simpson Arnow and the birthplace of the Boy Scouts of America. For generations people have come to eat, stay and play.
Come Fly With Me
While it is a popular destination for people who vacationed there during their childhood, Burnside Tourism wanted to bring new folks in to have some adventures and make their own memories.
Burnside is a picturesque destination that evokes nostalgia, even for people who haven’t previously spent time there. P&P decided to lean into the idea of memories of vacations past and develop a travel guide that creates a nostalgic feeling while representing a currently thriving community.
Strategy & Tactics
All Shook Up
P&P worked with the Burnside crew to identify three audiences to target — young families, anglers and retirees. Creating specific calls-to-action gave visitors clear guidance, driving them to learn more.
Burnside’s tagline, “Rediscover Lake Cumberland at Burnside,” is a nod to the storied past, while building excitement for its future.
P&P carried this concept through the travel guide in the copy, using verbs like “relive,” “reconnect,” and “refresh” to communicate the experience visitors can expect to have in Burnside.
New photography featured popular activities and attractions for each audience, and the brochure’s vibrant color palette of bright blue, yellow and red offered a fresh look at a historically popular vacation destination. The guide also features a hand-drawn icon set that illustrates the many adventures you can have in Burnside.
“P&P provided us with a fresh and dynamic re-branded travel guide, easing all our worries about the cost and time it would take to do so. Hands-on, energetic and friendly, we love the team!”FARRAH DOBBS
BURNSIDE TOURISM Commission