Discover Baltimore County
For the Curious
How we inspired travelers to embrace the unknown.
The Challenge
Baltimore County faced a dual challenge of disengaged stakeholders and a mistaken identity, blocking its true tourism potential. The aim was to shift from a pass-through locale to a vibrant, enticing destination.
The Clarity
It’s time to bring Baltimore County’s hidden gems closer to the surface for regional travelers to discover and enjoy.
The Transformation
We defined Baltimore County’s image to attract those seeking unique experiences. The new branding is built on the destination’s eclectic mix of the expected and the unknown, positioning it as a place of pleasant surprises.
A new logo and brand name encouraged active exploration, appealing to curious travelers.
Vibrant hues, authentic imagery and playful messaging bring the brand’s down-to-earth, lighthearted, welcoming personality to life.
A new website provides suggestions and stories that highlight many of the County’s offerings to help visitors plan their trip. An event calendar ensures visitors don’t miss out on the variety of activities awaiting them.
As part the inaugural spring campaign launch, banner ads showcase the diverse array of experiences awaiting in Baltimore County, from wineries and trails to thrilling water adventures.
We created moments of surprise and connection with an award-winning guerilla marketing activation. Branded rocks were strategically placed throughout Pittsburgh playgrounds—much like the hidden gems awaiting discovery in Baltimore County.
Results and Impact
The new brand work led to measurable gains: a 6% increase in hotel demand, a 33% spike in short-term rental interest and a 7-point boost in appeal among survey respondents—from 48% to 55%.
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