Most successful marketing slogans or taglines are but a few words, but the legwork behind them, both artistic and scientific, is massive in scope.

Take, for instance, the work done by West Chester’s 20/10 Solutions for the Chester County Conference & Visitors Bureau ever since the former became the latter’s full-service agency of record in late 2015.

The Bureau is tasked with promoting our little slice of heaven and its myriad of offerings to potential tourists. In turn, it hired 20/10 CEO Joe Warner and his crew to plot a strategy to entice these travelers for a couples or family getaway, for business or to host a conference, for group travel, or for a sports tournament.

The goal: for travelers to realize how Chester County is a legacy/lifetime destination by showcasing its breadth of culinary, cultural, and natural experiences and the year-round appeal of memorable events that have made this region a tradition for so many.

The job started with research. Lots of it.

“Whatever it is that you’re creatively selling, you have to be able to honestly assess what it brings to the table,” said Sarah Reese, 20/10’s Director of Marketing and Client Services. “You have to own it. In Chester County, it’s not the night life. People don’t come here for rock concerts. They come here for attractions with natural beauty like Longwood Gardens.

“Chester County’s biggest competitive strength is its world-class outdoor spaces. Eighty-one percent of survey respondents thought it was more ‘Farm Fresh Focused’ than ‘Popular Chain,’ and 74 percent found it to be more artsy than commercial.”

Reese studied, quantitatively and qualitatively, to figure out what resonates the most for the county’s different markets: leisure, meetings, groups, weddings, sports, etc.

One thing she discovered is that there is a very a loyal audience.

“A lot of the people who visit here tend to go to the same places, stay at the same bed and breakfast,” Reese said. “So what we wanted to do for these individuals is to encourage them to both discover the activities they know and love in Chester County in a whole new way and try something new.”

What also became evident is that you can enjoy many aspects of your life here. Like going to Longwood Gardens as a child and then returning with your own children.

“Longwood is the anchor for Chester County,” said Warner. “But you can add to the destination experience. For example, you can enjoy art and a lecture at the Brandywine River Museum of Art or a picnic and kayak at Marsh Creek State Park.

“Not to be cliché, but the reality is that these moments, or scenes, become a part of your life.”

After more than a year’s worth of work, “Totally Your Scene” launched. The comprehensive marketing campaign’s core message is that Chester County is a place you feel, where you not only create memories, but you can foresee future scenes of your life.

From would-be travelers in search of a relaxing escape, to businesses in search of a well-rounded meeting destination, to groups in need of attractions that appeal to a diverse population, the campaign showcases approachable, inviting, and alluring opportunities that people can picture themselves enjoying.

Totally Your Scene was designed to be long-lasting and flexible, as the campaign is able to evolve to stay relevant for target consumers in a highly competitive and fast-changing tourism environment.

“The word ‘Totally’ is a good descriptor,” said Warner. “It seems to connect with millennials, as well as older people like me. It reminds us of when we were young, and that’s a good thing.”

The campaign encompasses a variety of media, and is structured to help potential visitors plan their trip without giving them an itinerary. Travel studies show that people, especially millennials, do not want to be told what to do. Travelers like to feel, and then share, the “undiscovered” experiences of a destination.

“20/10 Solutions understood that our brand, Chester County’s Brandywine Valley, is strong in the regional market,” said Susan Hamley, Executive Director of the Chester County Conference & Visitors Bureau. “Many other agencies would have come in, and looked to change the brand and logo.

“But with 20/10, they also saw the need to instead survey and evaluate our marketing opportunities and audiences before even suggesting a new creative theme. They took the time to work with us to ensure we are using messaging that will motivate travelers to visit this region today and for years to come.”