Destination Marketing

Adventure Awaits: Repositioning Bryson City for Expanded Tourism Impact

A bold repositioning of Bryson City as the Outdoor Adventure Capital of the Great Smoky Mountains—driving deeper engagement, broader reach, and lasting economic impact. Liquid Spark made it happen.

CLIENT CHALLENGE

Shifting From Legacy Tourism to a Re-imagined Outdoor Destination Brand

Swain County’s TDA had long promoted Bryson City with a family-friendly tourism lens—highlighting experiences like the Great Smoky Mountain Railroad, Deep Creek tubing, Nantahala River white water rafting, and their historic downtown. But with a new brand launch underway, they needed a bold shift: to include the county’s expansive outdoor adventure offerings while continuing to support its legacy tourism assets.

They knew the what, but not the how. That’s where Liquid Spark came in. We brought deep expertise in both destination marketing and outdoor adventure storytelling, with a sharp understanding of the untapped economic potential of audiences they weren’t yet reaching—millennial adventure travelers, multigenerational active families, and multicultural outdoor enthusiasts. They were making the bold claim of establishing themselves as the Outdoor Adventure Capital of the Great Smoky Mountains and we helped them bring this vision to life.

THE SOLUTIONS

What We Did

Led a Full Outdoor Adventure Brand Repositioning

Developed messaging and marketing strategy to align with “Explore Bryson City” and its new identity: Outdoor Adventure Capital of the Great Smoky Mountains.

Designed and Launched Digital and Print Campaigns

Promoted the adventure rebrand across paid, owned, and earned media channels—with creative built for multiple audience segments.

Directed Multi-day Film and Photo Shoots

From shot lists to storyboarding to onsite shoot directing, we captured fly fishing, rafting, kayaking, hiking, horseback riding, lake adventures, and more—showcasing the entire county’s outdoor offerings through dynamic, evergreen visuals.

Used Inclusive Casting to Expand Audience Reach

Featured models of varying ethnicities, ages, and skill levels to ensure all target audiences could see themselves in the Swain County experience.

Provided Strategic Consulting for Social, PR, and Influencer Activation

Guided the TDA in using organic content, earned media, and influencer partnerships to engage outdoor adventure audiences and expand the brand’s digital reach.

Integrated Destination Management Principles Into the Marketing Strategy

Helped Swain County go beyond promotion to strengthen community ties and begin to educate visitors on responsible recreation through initiatives like Outdoor NC Alliance.

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THE RESULTS

A New Look & Feel

Positioned Bryson City as the Outdoor Adventure Capital of the Smokies

Through bold messaging and visual storytelling, the new brand invited travelers to see Swain County in an entirely new light.

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Produced a Versatile Library of Adventure-Focused Photo + Video Assets

Captured the full range of Swain County’s experiences—from fly fishing and rafting to hiking and horseback riding—for use across all marketing channels.

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