In 2014, the State of Maryland appropriated funding to build a brand to attract Sportsmen to the state for fishing, hunting, and shooting. The funding was allocated to the Sportsmen Marketing Initiative (SMI), which represented more than 15 associations in the state, including the Maryland Office of Tourism and Maryland’s Department of Natural Resources. Our team worked with the steering committee to develop and lead the project, which included managing the stakeholder advisory board. Through consumer research, we were able to identify what the end user wanted and related to as well as how to create the brand and messaging strategy. Based on the brand kit, we were able to create a comprehensive brand with rich multimedia assets.
Based on the brand kit, we were able to create a comprehensive brand with rich multimedia assets, including five promotional videos (one of which was used as a 30-second spot on MPT).