When brainstorming names for the program, we wanted to create fear of missing out (FOMO), always a powerful motivator. “Club 52” refers to the 52 state parks and also suggests exclusivity. The tagline, “Get out to get in,” reflects this idea as well — you have to get out and explore Arkansas in order to get in on club rewards. The catchy alliteration and juxtaposition are just a bonus.
When designing the logo, we wanted to stay true to the brand while creating a fresh, appealing look, especially since it would feature prominently on the stickers, playing cards and t-shirts offered as rewards in the program. The colors are all from the original state parks logo, with the gradient of greens suggesting nature and park land. The diamond references both the state flag of Arkansas and Crater of Diamonds State Park, the only place in the world to dig for diamonds and keep what you find.
Once we had the concepts, it was time to put it all together. The campaign included video, radio and social media to spread the word about the program, and according to the Department of Parks, Heritage and Tourism, it’s working. Shea Lewis, Interim Tourism Secretary, says that interest in obtaining passports and gathering stamps at Visitors Centers has never been higher.
Feeling the FOMO yet? Get out to get in! Visit any state park Visitor’s Center to pick up your passport and start earning Club 52 rewards.