Denton CVB

Independence Capital Of The World

It's all About The Brand

Denton Independent Brand Guidelines
Page one: brand guideline for 2012 campaign

Step one: develop the campaign, brand and implement across marketing channels, which included the 17 major events in Denton.

Denton is, without a doubt, a mecca for independent thinking, originality, and strong personality. We designed a logo that expresses these ideals, and gives a unified rallying cry to all Dentonites that they are Original. Independent.

A Web Portal? A Social Landing Area? A Launch Pad? Absolutely!

Denton Independent Website
The homepage of

Visit the site

Step two: establish a cohesive online presence. We opted to create a campaign microsite at, which serves as the hub for all online activities in and out, allowing us to track (with finite control) where our visitors were coming from and where they were heading. The microsite has a consumer-friendly, event-focused theme intended to inform, and then pass visitors on to an action (like buying a ticket).

The microsite launched with event-specific pages for the Thin Line Film Fest, which included event details, hotel information, transportation information and links to the full schedule, TLFF website, and online ticket purchasing.

Results — first 90 days

  1. Over 220 individual targeted socialmedia posts resulting in tripledigit follower gains
  2. 60% increase in ticketsales (a new record with115% lift in attendance) forThe Thin Line Film FestivalMassive hotel room sales
  3. for 35 DentonNight-after-night sellout performances for Avenue Q

How'd We do?

Aria was appointed by the Denton Convention and Visitor’s Bureau to lead 2012 destination marketing efforts.

We were tasked with creating a marketing campaign that would truly capture Denton’s personality DNA. The idea was to create a picture of Denton as a destination, eventually bringing more “feet to the street,” and putting more “heads in beds.”

Finally came activation, bringing the campaign to audiences through events, marketing, advertising and other promotional activities.