The “Best Kept Shh!” campaign, featuring updated branding, kicks off on March 1 and rolls out through the spring with a dedicated landing page and advertising across social media, print, YouTube, Connected TV, out-of-home, and digital display channels. The Zebra Press reports that “Visit Alexandria launches the new brand with a clean, contemporary logo that includes a water-inspired element, accompanied by refreshed brand colors and fonts. This new visual identity reflects the progressive spirit of the City of Alexandria and evolution of the Old Town Waterfront, dining and shopping scene, diverse neighborhoods, inclusive history and more.”

Patricia Washington, president and CEO of Visit Alexandria, said: “Even as our brand changes, we’re continuing to highlight our city’s historic character both visually and in our storytelling with a bold new destination advertising campaign that will surprise people and offer potential visitors a glimpse at all there is to know and love about Alexandria.”

Zebra states that the “Best Kept Shh!” campaign “is a nontraditional marketing campaign that seeks to grab attention and spark curiosity as it plays on the idea that Alexandria is so special, it might be too good to share. Video executions “bleep” or censor the word “Alexandria” in a humorous way to make viewers stop and wonder what is being said until it is revealed at the end of the ad. Print and digital banner executions depict a large “Shh!” and a semi-obstructed peek at a scene as it teases Alexandria’s national travel accolades to entice people to reveal the hidden city name by visiting the website ItsTooGoodToShare.com, which will go live on March 1.”

More here.