Head for the Hills Rebrand

The Head for the Hills Georgetown Craft Beverage Festival, previously known as the Georgetown Craft Beer Festival, is an annual celebration of craft beverages held in the picturesque town of Georgetown. The festival showcases a wide variety of craft beers, ciders, and other beverages from local and regional breweries. In 2023, the festival underwent a rebranding effort to refresh its image and appeal to a wider audience.

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INDUSTRY
  • Media & entertainment
  • Not-for-profit
  • Beverage alcohol
BRANDING TO
  • Grow marketshare
  • Conquer new markets
  • Increase sales
SERVICES
  • Brand & value proposition strategy
  • Brand identity & visual systems
  • Marketing collateral
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The Situation

Prior to the rebranding, the Georgetown Craft Beer Festival had enjoyed success but was facing challenges in attracting a younger demographic and differentiating itself from other similar events. Organizers recognized the need to revitalize the festival’s brand identity and enhance its appeal to a diverse audience while maintaining its core values of celebrating craft beverages and fostering community spirit.

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Human Catalyst

Our innate ability to empathize lets us understand and resonate with the feelings of others. It’s the reason we can connect with fictional characters. Mascots often possess human-like traits, such as emotions and personal histories, making them and the brands they represent more relatable.

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Our Solution

Enter George, the charismatic and witty mascot introduced as the centerpiece of the rebranding campaign. George personifies the spirit of the festival – he’s good-natured, fun-loving, adventurous, open-minded, and always up for a good time. With his youthful energy and relatable personality, George became the face of the Head for the Hills Craft Beverage Festival, resonating with both existing attendees and new potential visitors.

By embodying the festival’s values and connecting with attendees on a personal level, George played a pivotal role in revitalizing the event, driving increased attendance, expanding demographic reach, and strengthening the festival’s brand image and community connection.

We first created a series of 4 teaser videos that set up George as a new hire for the festival and how he was making big changes to the festival. We then launched him as the face of the new brand through a digital media campaign and new website. George was so well-received that he popped up at the festival to engage with customers and show them a good time.

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The Yield

The introduction of George as the festival’s mascot proved to be a game-changer. Here are some key results achieved:

  • Increased Attendance: The rebranding effort, coupled with George’s engaging presence, attracted a larger and more diverse audience to the festival. Attendance numbers saw a significant uptick compared to previous years.
  • Expanded Demographic Reach: George’s appeal transcended age groups, drawing in younger attendees who were previously less engaged with the festival. This broadened the festival’s demographic reach and ensured its relevance for years to come.
  • Enhanced Brand Image: The introduction of George injected new life into the festival’s brand identity, positioning it as a vibrant and contemporary event. Attendees identified with George’s persona and associated the festival with fun, excitement, and good times.
  • Positive Social Media Engagement: George became a social media sensation, with attendees eagerly sharing photos and videos featuring him at the festival. This organic social media buzz generated increased awareness and anticipation for future editions of the event.
  • Stronger Community Connection: George served as a unifying symbol for festival-goers, fostering a sense of community and camaraderie among attendees. His presence helped create memorable experiences and lasting connections that extended beyond the festival itself.
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