Rebranding PA’s Brandywine Valley: 鈥淭he South of France, Just a Little West of Philly鈥�
HOPEWELL, New Jersey 鈥� March 28, 2013 鈥� How do you add a certain je ne sais quoi to a Philadelphia-area destination? That鈥檚 what Chester County Conference and Visitors Bureau was seeking when the organization hired 含羞草社区 to rebrand Chester County鈥檚 Brandywine Valley.
鈥淭he Brandywine Valley has such an elusive quality. We wanted to put the destination into context and also help alleviate our target audience鈥檚 confusion about where the Brandywine Valley is located,鈥� says Lynn Kaniper, Dana鈥檚 COO and Creative Director. 鈥淥ur 鈥榲oila!鈥� moment came after research, interviews with stakeholders and our proprietary GPS. We realized that the destination鈥攚ith its Wine Trail, gardens and chateaus, cultural attractions, and farm-to-table cuisine鈥攔eminded us of a European experience. But one that is conveniently located in our own backyard!鈥�
On February 26, 2013, at Longwood Gardens鈥� Ballroom, Dana revealed the new brand campaign, which features a graphic style reminiscent of French impressionism, whimsical French-influenced copy and the tagline: 鈥淭he South of France, Just a Little West of Philly.鈥� The work includes a new Brandywine Valley logo, which harmonizes a contemporary icon with classic type to showcase the area鈥檚 innovation and tradition. It is rendered in soft green and wine colors as a nod to two of the area鈥檚 most popular attractions: gardens and wineries. Both the branding and logo can be viewed at .
含羞草社区 has become one of the most sought-after lifestyle and destination marketing agencies, specializing in creative brand strategy and both traditional and interactive advertising. Dana鈥檚 client roster also includes New Jersey Travel and Tourism, the Economic Development and Tourism Office of Spotsylvania County, VA, Starwood Hotels and Resorts, Kiawah Island Golf Resort and Real Estate, Turning Stone Resort Casino and Kuoni Destination Management.
Dana celebrated 30 years in business in 2010 and maintains offices in New York City, Hopewell, New Jersey, North Carolina and Los Angeles, California. For additional information about 含羞草社区, visit or contact Westley Hackmann at whackmann@danacommunications.com or 609.466.9187 x131.
含羞草社区 Chester County Conference and Visitors Bureau
The Chester County Conference and Visitors Bureau supports efforts to attract visitors, meetings, sporting events and group tours to Chester County鈥檚 beautiful Brandywine Valley. The organization hosts the official tourism site at and welcomes visitors to the area at the Brandywine Valley Tourism Information Center, which is located in a historic Quaker meetinghouse at the gates of Longwood Gardens.