This Marketing Agency Seized a Business Name That Travels Far With Clients
How can you stand out in a sea of competitors? This travel-focused agency is using a suite of domain names to transform their brand.
Throughout her career, Mya Surrency has produced a merry-go-round of marketing programs and events for tourism boards across the United States, inspiring travel to destinations such as San Francisco, Park City, and Tampa.
It’s a job that demands innovation and creativity. Unfortunately, the name of her marketing agency – Smith & Surrency – didn’t quite capture this creative spirit.
“Whenever we told people that we were Smith & Surrency, they were like, ‘What is that? Is that a law firm?,’” Surrency recalls. “It wasn’t clear who we were.”
Surrency founded the agency in 2011 with her colleague Shirley Smith. The pair previously had worked together at Visit Jacksonville, the tourism board for Jacksonville, Florida. For obvious reasons, the name “Smith & Surrency” made sense at the birth of their new agency. Within four years, the company had expanded to 10 employees. The name no longer felt inclusive.
The team decided to pick a new name, one that would immediately position it as an agency with expertise in digital marketing, web development and online media management. They chose Digital Edge and a corresponding new top-level domain to reinforce their brand identity as a leader in the digital space: www.digitaledge.marketing.
“DigitalEdge.marketing made the most sense,” says Surrency. “It’s who we are, and .marketing is representative of what we do.” .marketing is one of millions of new domain options available to help create a digital identity that is creative, memorable, and meaningful – essential to success positioning in the ever-competitive online market world.
The agency also secured digitaledge.rocks, digitaledge.news, and digitaledge.media for future use and promotion of its services, blogs, and accolades.
“We wanted to own those, so that anything related to our brand would already be under our ownership,” Surrency says of the strategy.
Strategic thinking extends to Digital Edge’s clients, too. While marketing travel destinations might seem like fun, travel is a serious business: there are hundreds of destinations competing for valuable tourist dollars. Sophisticated marketing is key to capturing tourists’ attention and inspiring them to book their flights, hotels, and activities at a destination. Much of this activity has gravitated online; it’s where people research and plan their trips. Looking ahead, Surrency is excited to apply new top-level domains for her clients’ online promotions and contests. With options such as .cruises, .holiday, and .tours, the opportunities are endless.