1. Amy Consiglio, Partner Pursuit of Happiness

2. Old (vs “young” or “new”) Historically focused Tobacco driven Been there, done that Not memorable, nondescript Pass-through destination Not worth a special visit CON Quiet, peaceful, small town Idea-Driven Artistic, quirky Beautiful Easy to get there Great food Close to Vineyards Family friendly Historic PRO

3. FUNCTIONAL REWARD (what is it) EMOTIONAL RELEVANCE (what it says about me) PERSONAL RESONANCE (how it makes me feel) CULTURAL ROLE (what role does it play)

4. What is it exactly?

5. What is it exactly: A charming southern stop, packed with unexpected finds, that has always welcomed vision and visionaries

6. How does it make me feel:

7. Makes me wonder what’s next, I’m encouraged to explore

8. What does it say about me:

9. I’m naturally inquisitive, filled with possibility

10. Who would it be:

11. Explorer

12. What are we selling: Curious Minds Welcome

13. FUNCTIONAL REWARD: A charming southern stop, packed with unexpected finds, that has always welcomed vision and visionaries EMOTIONAL RELEVANCE: Makes me wonder what’s next, I’m encouraged to explore PERSONAL RESONANCE: I’m naturally inquisitive, filled with possibility BRAND CURRENCY: Curious Minds Welcome CULTURAL ROLE: Explorer

14. RESEARCH: Understand the audience, the motivators, the mindset STRATEGY: Develop Brand Currency, dimensionalize platform MESSAGING: Evaluate assets, determine key communications CREATIVE: Build on insights, industry, experience

15. HISTORY WINE FOOD ART

16. HISTORY WINE FOOD ART Why Winston-Salem? Curious Minds Welcome

17. DEFINE AND DIFFERENTIATE OUR PRODUCT (boost awareness) COMBINE TOURISM DRIVERS (increase motivation) ELEVATE CONSUMER PERCEPTION (reinforce brand currency) BE INNOVATIVE (drive trial)

18. IN OUR SOUTH