Beaver County partnered with DestinationiQ in December 2020 after completing a tourism rebranding project. The new brand—Ramblers—would be a hard sell in the local community, have to be interpreted by DestinationiQ to use across all media, and need to be recognized as Beaver County by statewide and out of state visitors. While working on brand recognition, DestinationiQ was also tasked with marketing the county for increased transient room tax.

To bring the local community on board with the new branding, we developed a Leave No Trace subrand—Ramble Responsibly—that is used on all Beaver County marketing materials in respect to those who call Beaver County home.

To marry the brand with the county name, we updated all statewide content to include both the brand name and the county name, updated Ramblers logos to include “Beaver County, Utah” and ensured the two names would be mentioned together indefinitely, or at least until we were confident “Ramblers” was recognized nationwide.

We built a new website that showcased “Ramblers”, using iterations of the term throughout, extended social media services, launched TikTok, developed OHV, gravel, and stargazing guides that showcased the brand, and used the term Ramblers in additional marketing material, such as Google Ads, email marketing, billboards, third party marketing outlets and more!

Funding Sources:

2020 UOT Coop Marketing Grant
2021 UOT Coop Marketing Grant
2022 UOT Coop Marketing Grant
2022 OHVR Grant
Beaver County Transient Room and Restaurant Tax