NPS Wellness Challenge
The National Park Service
The National Park Service has offered outlets for adventure and personal wellness for over 100 years. Its parks offer space to advance physical, mental and emotional health — but local tourism marketing was needed to spread awareness.
Your gateway to wellness starts here.
CHALLENGE
Missouri has seven National Parks with brimming opportunities for movement, reflection and connection. Yet, many were unaware of these spaces or how to incorporate them into their routine. The National Park Service and Gateway Arch National Park devised the NPS Wellness Challenge in response — but it needed an omnichannel marketing agency to bring the concept to life.
SOLUTION
Paradigm partnered with the NPS team to promote the wellness challenge to a larger audience. Our team devised local tourism branding that would resonate with all audiences — then shared it through strategic, omnichannel marketing solutions.
Brand Positioning
Wellness starts with self-awareness. So our writers dug deep to find the core of the NPS Wellness Challenge.
Each challenge has a different focus — physical wellness, mental well-being or learning. Yet, all share a common thread. They encourage people to get up, get out and explore nature that’s right next door.
The NPS Wellness Challenge struck us as an “explorer.” One who finds fulfillment in discovery, adventure and authentic experiences. This archetype became a guiding light for our positioning process, inspiring a personality, story and signature promise to use in local tourism marketing campaigns: personal wellness is Well Within Reach.
Brand Identity
Our designers captured all aspects of wellness in a single graphic — then expanded on it.
The NPS Wellness Challenge features three challenge categories. The primary logo references each in bold colors: orange for physical, green for mental and blue for learning. This local tourism branding choice reflected the multifaceted approach to wellness that participants would encounter.
As an omnichannel marketing agency, we recognized an opportunity to craft digital badges for each challenge category.
The physical badge signals momentum with a running figure. The mental badge inspires tranquility through a lotus flower. Finally, the learning badge alludes to growing ideas with a sprout encased in a lightbulb.
Website
Our omnichannel marketing solutions started online, with custom website content.
Before crafting local tourism marketing, we connected with stakeholders across the National Park Service to uncover the defining features of each park.
These conversations led to omnichannel marketing solutions, starting with the NPS website. We devised multiple pages to introduce the wellness challenge and the experiences within Missouri’s seven national parks.
Copywriters crafted storytelling that inspired prospects to become participants — and made the next steps simple. Designers used high-resolution photography to spotlight real-world environments — from people engaging in outdoor activities to scenic views.
Brand Collateral
We pushed the Wellness Challenge into the real world with physical collateral.
Our omnichannel marketing agency developed a suite of physical touchpoints, including physical stamps, rack cards and QR code window clings. Each piece served a distinct purpose, from sparking initial interest to promoting deeper engagement with wellness challenge content.
For continuity, all tourism marketing materials adhered to an established visual system. A blue, green and orange palette paired with typographical textures pulled from park maps.
Video + Scripting
To expand reach, we hit the airwaves — crafting 10 short-form videos and two radio spots.
As part of our omnichannel marketing solutions, we leveraged video and radio formats to drive both awareness and engagement.
A series of 10 videos brought each unique challenge to life visually — sparking interest and drawing new visitors to participate. These videos debuted on social media, websites and on-site channels.
Two scripted radio spots aired on local stations and ran as in-game announcements during St. Louis Cardinals games — reinforcing NPS’ local tourism branding in high-visibility moments.
Our work in local tourism marketing encouraged Missourians to reconnect with what makes them feel whole. Whether physical, mental or emotional wellness, all is well within reach in Missouri’s national parks.