Franklin 9-10
Philadelphia Marriott Downtown
How do you evolve a legacy brand without losing what makes it iconic—especially when multiple destinations are involved? Using Route 66 as a case study, this session goes beyond campaign execution to explore how Oklahoma is navigating the complexity of modernizing a historic brand across state, city, and smaller destination partners. From aligning 11 smaller destinations around a shared vision (“The 100 Greatest Miles”) to balancing local priorities with statewide strategy, we’ll unpack the real challenges behind collaboration, brand consistency, and decision-making.
Takeaways:
Attendees will walk away with practical insight into how to:
- Align multiple stakeholders around a single brand vision.
- Balance legacy storytelling with modern traveler expectations.
- Manage tradeoffs between local control and regional impact.
- Execute a cohesive strategy across destinations of different sizes.