Design

Northeast Tennessee Tourism Association Airport Signage

Colorful, eye-catching, vibrant – these words describe Northeast Tennessee as well as the marketing materials created to share it with travelers who are “Kind of Curious.”

The Challenge

The Asheville Regional Airport’s proximity to the Tri-Cities region makes it an ideal spot from which to draw tourists. The Northeast Tennessee Tourism Association (NETTA) needed a way to grab the attention of travelers going through the airport and encourage them to consider Northeast Tennessee for their next day trip or vacation.

Our Approach

Among the many reasons people visit Northeast Tennessee are to enjoy the music, explore its history and culture, connect with family, and experience adventure. We chose to showcase these areas on a four-sided “cube” sign – as a viewer walks around the sign, the imagery flows seamlessly from one side to the next.

An attached brochure holder allows those who are “Kind of Curious” to pick up a visitor’s guide; and a QR code gives travelers a quick way to access NETTA’s website as well as a way for NETTA to track those site visits.

In addition to the cube signage, we developed eye-catching LED animation that is displayed on the arrival/departure sign at the airport. The illustrations and overall design for the sign and the animation tie into existing NETTA materials, such as their visitor’s guide and travel magazine.

The Results

With over 1 million people getting on and/or off a plane at Asheville Regional Airport in 2021, the sign has the potential to be seen by hundreds of thousands of travelers.

“The quality of work and attention to detail that the Hillhouse Creative team applies to each project puts them among the top agencies I prefer to work with. They communicate directly throughout the creative process and ensure deadlines are met.”

Alicia Phelps

Executive Director

Northeast Tennessee Tourism Association

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