Belle of Louisville
When the Waterfront Development Corporation came to us asking for help on a nonprofit’s budget, we dove right in (see what we did there?). But unlike everyone else in the business, we weren’t content just making a new site for an old boat. We looked at the WDC’s business model and saw that, actually, there are two boats, and that the Spirit was an important revenue source that wasn’t being leveraged through its marketing strategy. It was always the runner-up to the Belle, a “second choice,” and therefore an inferior selection when looking for entertainment.
We completely rebuilt their brand from the bottom up, making it about enjoying Louisville from the river. This involved a thoroughly new marketing platform and graphic position, along with a full exploration of advertising and communication assets. And we did it all for the same low budget.