Reframing a Legacy Brand for the Destination Tourism Industry

For more than 90 years, U.S. News & World Report has been one of the most trusted and recognizable brands in American media. Its authority, rigor, and credibility are deeply established across rankings, data, and consumer insight.

As U.S. News expanded its focus into the destination tourism industry, the opportunity was clear, but so was the challenge. This was not about awareness. The brand already had that. It was about relevance, positioning, and trust within a highly relationship-driven industry.

Destination marketing organizations needed to understand not just who U.S. News was, but why it mattered to them.

The Real Challenge

On paper, the task was to develop a go-to-market strategy for 2025. In practice, the challenge was far more nuanced.

U.S. News needed to:

  • Translate its legacy credibility into a compelling industry narrative for destination leaders

  • Clarify product offerings in a way that aligned with DMO priorities and procurement cycles

  • Build authentic connections within industry associations and leadership networks

  • Create a sales and prospecting strategy that felt consultative, not transactional

Most importantly, U.S. News needed to move from being viewed as an observer of the industry to a respected, endorsed participant within it.

The Kingfisher Approach

We began with positioning, not promotion.

Kingfisher worked closely with the U.S. News team to define a clear industry narrative—one that honored the brand’s history while making its value to destinations unmistakable. This narrative became the foundation for everything that followed.

From there, we focused on:

  • Strategic association memberships and engagement to build visibility and credibility

  • Prospecting frameworks tailored to destination decision-makers

  • Product refinement to better align offerings with real DMO needs

  • Sales strategy development grounded in education, trust, and long-term value

Rather than treating tourism as a vertical, we treated it as an ecosystem, one that requires endorsement, consistency, and relationship-building over time.

Key Strategic Decisions

  • We positioned U.S. News as a trusted industry partner, not a vendor

  • We emphasized credibility, data integrity, and long-term value over short-term tactics

  • We aligned sales strategy with procurement realities and RFP-driven environments

  • We prioritized industry presence and network expansion as growth accelerators

Each decision reinforced the same goal: earning trust before asking for business.

The Result

The impact was both immediate and measurable.

As a result of the new go-to-market strategy:

  • Revenue increased

  • Industry network growth accelerated significantly

  • Inbound RFP volume increased more than fourfold

  • Awareness shifted from passive recognition to active endorsement within the industry

U.S. News emerged with a clearer voice, stronger partnerships, and a more confident presence in the destination tourism space.

The Takeaway

Legacy alone does not guarantee relevance.

Relevance is earned through clarity, consistency, and trust.

This engagement succeeded because it was not about introducing U.S. News to the industry, it was about helping the industry understand why U.S. News belongs in it.

When credibility is paired with the right narrative and strategy, growth follows naturally.

"Kingfisher brought a deep understanding of the destination marketing industry to our team. Their work helped us expand our industry network and presence, building awareness of U.S. News & World Report's capabilities as a trusted, engaged partner in tourism marketing."

Carson Smith

CEO, U.S. News & World Report