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Visit Bentonville | Brand Campaign

VISIT BENTONVILLE

Brand Campaign

Visit Bentonville | Brand Campaign

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Situation

Bentonville, Arkansas is a hidden gem where folks bike everywhere, wander amid a beautiful downtown dotted with murals and galleries, and feast on farm-to-table freshness at local eateries. In fact, the city was recently dubbed the “New Capital of Cool.”  However, all of that was getting lost in the public perception of Bentonville, widely known for just being  the headquarters for Walmart. Visit Bentonville needed a new campaign that would drive home what truly makes up the heart of the city: art, biking, and dining.

Approach

Our campaign began with deep demographic research, focusing on drive-market travelers (ages 25-44, primarily women) and adventure-seekers who value diversity and inclusion. Cycling stood out as a male-dominated segment, while all targets responded to clever, original messaging. Expansion markets mirrored these demographics, reinforcing our audience strategy.

From this, our tagline emerged: “You Have to See It.” It teases something unmissable while aligning with Bentonville’s core pillars—arts, dining, and cycling.

Visually, we embraced bold colors and hand-crafted typography to reflect Bentonville’s vibrant, artisanal spirit. The design mirrors the city’s personality—handmade, dynamic, and distinct—creating a standout aesthetic that cuts through advertising clutter while staying true to the brand. 

We executed an omnichannel media plan to reach target audiences while ensuring brand consistency. The campaign featured bold print ads, Google and Meta Prospecting, and Spotify ads. To amplify visibility, we partnered with Carvertise, deploying wrapped cars in high-traffic areas to drive significant impressions in key markets.

RESULTS

This campaign worked to cement Bentonville’s true identity. Through thoughtful and vibrant design, copy written with wit and a wink, and strategic media placement, Bentonville is claiming its place as an exciting, up-and-coming city in America’s heartland.

  • Google Prospecting: 3.23% CTR (benchmark of 0.86%)
  • Google Video: 65% View Rate (benchmark of 53%)
  • Carvertise:  2,076,360 Impressions 
  • Organic Website Traffic Up 29% YoY
  • Direct traffic to the site Up 82% from 2022.
  • Overall Site traffic Increased by 50% YoY

Research and Strategy

We honed in on Bentonville’s heart—art, biking, and dining—through deep audience research, identifying adventure-seeking, diversity-conscious travelers (ages 25-44, primarily women) in drive markets. Their love for bold, original messaging shaped our campaign strategy.

Visit Bentonville | Brand Campaign

Designed to Be Seen

“You Have to See It” became our tagline, capturing Bentonville’s art, dining, and cycling scene with bold colors and hand-crafted typography—a distinctive, dynamic aesthetic that cuts through the noise.

Visit Bentonville | Brand Campaign

From Screens to Streets

We rolled out a bold, omnichannel campaign—spanning print, digital, and Spotify ads—while Carvertise-wrapped cars drove Bentonville’s message through high-traffic target markets.

Visit Bentonville | Brand Campaign