In 2015, the Lower Colorado River Authority (LCRA) wanted to create a brand around one of its greatest assets — its network of 44 parks along the Colorado River. The goal was to drive awareness of the parks and associated amenities while differentiating them from competing national, state, city, and county offerings.

Belmont conducted comprehensive market research among LCRA Parks’ target audience, focused specifically on areas around Texas that were within reasonable driving distance. Not surprisingly, we found that awareness of the parks was relatively low, but interest in associated amenities and offerings was extremely high.

Belmont then crafted a comprehensive, 24-week marketing campaign that included brand positioning, logo and brand guidelines, and a brand campaign. An integrated cross-platform media plan targeted Austin, San Antonio, Houston, and rural Central and Southeast Texas markets.