Because the destination had never had an agency to work with, the web presences were not up to par with the North American audience’s expectations. The destination had no clear value proposition and no clear brand identity.

In order to create the positioning, branding, and materials extensive research on the site and interviews needed to be held with local stakeholders. After immersion NM+U concluded that destination’s culture, history, vibrance, and unique geography were the key to unlocking value proposition.