The Creative Development Process From idea to execution and all the irrelevant stuff in-between

20th

NOV.

 

Set  goals    

 

Discovery    

 

Crea1ve  Brief    

 

Concept    

 

Develop    

Final  approval  

Produce  Launch  

Creative Development Process

 

Set  goals    

 

Discovery    

 

Crea1ve  Brief    

 

Concept    

 

Develop    

Final  approval  

Produce  Launch  

Creative Development Process

Creative Brief

Accomplish what? Measure how? Convince whom? What’s the ONE THING? Believable because? Sound and feel how?

Case Study | Evolving the North Carolina Tourism Brand

Deeper Connections Is about finding that next level where visitors

more deeply connect

With vast, tranquil beaches, miles of tightly clipped fairways, relaxing mountains, vibrant cities and hundreds of fun-filled excursions, North Carolina provides an ideal atmosphere to create “deeper connections” with places,

friends, family and yourself.

Creative Brief

Accomplish what? Measure how? Convince whom? What’s the ONE THING? Believable because? Sound and feel how?

Increased visitation Inquiries, visitation, market share Upscale women, 35 – 54 in VA, SC, FL, GA, NY, PA, MD, TN Deeper connections Restful relaxation in a setting of genuine beauty inclusive of places, personalities, culture, history and activities Genuine. Smart. Moving.

Know what you’re really selling. It’s probably not a wheel.