Standing out from the crowd using brand pillars and synergy

Brand pillars are the attributes that define your brand. Explore Fairbanks has helped make Interior Alaska a worldwide visitor attraction by using regional brand pillars including: Aurora Season; Midnight Sun, Authentic Alaskan Experience; Gateway to Denali, the Artic and Interior; Golden Heart City, Culture, Arts and Entertainment; Winter Destination; and Light Energy and Warmth. Amy will share how Explore Fairbanks uses brand pillars and synergy in their marketing efforts. She will share tips on how brand definition can help your clients make a powerful impression and rise above their competition. In this session you will learn: how Explore Fairbanks markets using brand pillars and how you can too; how to use synergy in marketing campaigns; and how to set your destination (or your business) apart from the competition. Amy Geiger is the director of communications at Explore Fairbanks and has led the advertising and public relations department for five years. Embracing the gamut of Alaska experiences, Amy built and lived in a dry cab and for close to a decade and enjoys many Alaskan activities including hiking canoeing camping and exploring for north. Before joining Explore Fairbanks, she was the Manager of Visitor Services at the University of Alaska Museum of the North and Director of Community Development for the Downtown Association of Fairbanks. She has also taught for the School of Applied Business at the UAF Community and Technical College. She earned her master's degree from the University of Alaska Fairbanks in American Studies and a bachelor's degree from the University of Hawaii in Manoa.