Though Northwest Arkansas is home to three Fortune 500 companies, a vibrant arts scene, 322 miles of world-class mountain biking and a low cost of living, people from outside the region have not looked favorably upon the prospect of moving there for work.
Walrus was tasked with finding a way to let people know that there was more to Northwest Arkansas than meets the eye. The result: “Life Works Here,” a regional branding initiative that looks to highlight the things that make the area special, a true work life balance paired with enormous economic opportunity.
Life Works Here:
A regional branding initiative
Our work included positioning, a tagline, and a comprehensive redesign of the NWA mark and supporting materials. From there advertising in key markets was designed to entice skilled workers, entrepreneurs, and artists to the area.
The introductory video “Dear Family” used a narrator breaking the news that she was moving to NWA as a vehicle for showing all the amazing and unexpected things the region has to offer.
Shorter videos provided advice on breaking the news that you’re moving to a strange part of the country to your friends and loved ones.
XNA (Northwest Akansas Airport): An opportunity to brand a regional airport born out of a region definining campaign
For many first-time visitors to the region, the first thing they see is the airport, so it made a lot of sense to tie its look and feel to the new regional identity. A unique color palette and mark helped make it unique while the typography made a clear link.
Aided Awareness has increased from 38% to 60%
9 in 10 who recalled the campaign agreed it improved both overall perceptions of the region as a place to live and work
Over half of site visitors arrived from the targeted marketsSite traffic has increased by 162% and 70% of visitors arrived as a result of paid media
Site traffic from advertised markets increased an average of 1,600%.