Visit Bend
Client
Visit Bend
Project
The Bend Ale Trail (Relaunch)
Services
Brand Storytelling, Advertising Creative, Brand Design, Creative Direction, Experiential Marketing, Marketing Strategy, Unexpected Awesomeness
THE ASK
The Bend Ale Trail, once the premier ale trail experience in the west, needed a revamp. Visit Bend came to Flask for assistance in re-imagining the Ale Trail from the ground up: an entirely new experience that would excite new and past beer explorers alike.
THE INSIGHT
The insane growth of Bend, Oregon’s beer scene over the last decade had created a problem for the Bend Ale Trail: with so many breweries to visit, it had become impossible to complete in a week let alone a weekend. Participation had decreased as past explorers grew tired of the same program + incentives while the sheer number of breweries overwhelmed potential newcomers. In order to reinvigorate participation, we did what any growing scene does: split the experience into neighborhoods, or in this case, The Ale Trail Territories.
THE EXECUTION
The Ale Trail Territories splits Central Oregon’s beer scene into seven regions, each with its own look, tone, feel, and incentives for exploring. We commissioned seven local artists to develop tourism posters for each territory, accompanying their artwork with territory-specific language, area-specific activities (“perfect pairings”), and a unique taster glass prize for completing the territory: collect all seven and receive a special bonus prize.
Not only have the Ale Trail Territories reinvigorated participation by making it possible to earn a prize in a weekend, but the unique vibes of each territory have inspired those that may have only visited the downtown brew scene previously to get out and discover what’s going on in the surrounding area. Attendance is up. Beer is flowing. The Bend Ale Trail is back and better than ever.
