The Creative Development Process From idea to execution and all the irrelevant stuff in-between
20th
NOV.
Set goals
Discovery
Crea1ve Brief
Concept
Develop
Final approval
Produce Launch
Creative Development Process
Set goals
Discovery
Crea1ve Brief
Concept
Develop
Final approval
Produce Launch
Creative Development Process
Creative Brief
Accomplish what? Measure how? Convince whom? What’s the ONE THING? Believable because? Sound and feel how?
Case Study | Evolving the North Carolina Tourism Brand
Deeper Connections Is about finding that next level where visitors
more deeply connect
With vast, tranquil beaches, miles of tightly clipped fairways, relaxing mountains, vibrant cities and hundreds of fun-filled excursions, North Carolina provides an ideal atmosphere to create “deeper connections” with places,
friends, family and yourself.
Creative Brief
Accomplish what? Measure how? Convince whom? What’s the ONE THING? Believable because? Sound and feel how?
Increased visitation Inquiries, visitation, market share Upscale women, 35 – 54 in VA, SC, FL, GA, NY, PA, MD, TN Deeper connections Restful relaxation in a setting of genuine beauty inclusive of places, personalities, culture, history and activities Genuine. Smart. Moving.