Helen Tubing Rebranding

The Client

Helen Tubing and Water Park is one of the most successful river tubing companies in NorthGeorgia. The family owned and operated business has been a staple for locals and tourists for more than a decade. Helen Tubing got its start selling tubing cruises on the Chattahoochee, but it became an even bigger enterprise when it opened the water park, which features four large waterslides as well as a rock-climbing wall, children’s play area, and a lazy river.

After more than a decade with the same look and feel, Helen Tubing came to Black Bear Design because they needed to freshen up their entire brand; from their logo to their website, print collateral, all the way to their social media strategy.

The Rebrand

Black Bear Design was engaged to brighten up the look and feel of the brand, while maintaining a fun, light-hearted tone throughout.

“Helen Tubing was one of the most fun projects to come into Black Bear in recent years. Helen’s target audience is vacationers who are simply looking for fun in the north Georgia Mountains. We approached the logo and rack brochure concept with a light-hearted, bright care-free design that played off their pink tubes. We were simply selling fun.” 

– Rob Maxwell, Creative Director

Social Media Strategy

104%

INCREASE IN FACEBOOK FOLLOWERS

508%

INCREASE IN FACEBOOK REACH

729%

INCREASE IN FACEBOOK IMPRESSIONS

The Strategy

Helen Tubing and Water Park offers visitors a variety of fun and family friendly outdoor water activities from Memorial Day through Labor Day every year. While their Facebook account had been very active during the 2018 season, there were only a handful of posts shared during the off-season, which meant that our first goal when taking over social media management in April 2019 was to re-engage their followers.

One of the first things we did was visit the Helen Tubing and Water Park properties, spending the day taking behind the scenes photos and videos of the property and the work taking place as they prepared to open in May. By sharing sneak peeks and teasing the audience with the upcoming season opening, we were able to re-engage followers build early momentum for the page.
Understanding the importance of using images for this account, we made sure that every post included a picture from the property. As you can see by the different in reach and engagement between their 2018 season opening announcement and the 2019 season opening announcement, something as simple as adding a picture can pack a lot of punch of Facebook!

Key Strategy Points

  • Use images of their property and guests, no stock images, with every post
  • Post 3 to 4 times per week so there’s a regular presence
  • Utilize guest images as much as possible – we want followers to see real guests having real fun!
  • Keep branded / text images to a minimum. The focus was on highlighting the tubing and water park experience.

Brochure

We’re especially proud of the rack flyer work, as our Creative Director crafted a map from scratch that incorporated a fun and playful design that was created to catch your eyes. The brand-new rack flyer incorporated a fun and festive feel to help Helen Tubing stand out among a crowded tourism market in Helen, Georgia.

The Results

The rebranding results speak for themselves, as you can see from the before and after of the logo and redesign to the left. The difference is stunning when you compare the previous versions of Helen Tubing’s logo to the new one.

We’ve also created new processes and procedures for Helen Tubing to better handle their (incredibly) active social media channels, and we’ve increased engagement and followership by ten-folds.

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© 2019 Black Bear Design | Atlanta | Charlotte

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