case study_
Evolution of the Heartland
project overview
Evolution of the Heartland (EOH) is a rural Iowa storytelling and tourism initiative created by Emerge Marketing Solutions to showcase the people, places and experiences that make Iowa’s small towns worth exploring. What began as an event-based concept has evolved into a statewide marketing and media platform connecting travelers with rural communities, businesses, agritourism destinations and experiences.
Emerge has led the development and continued evolution of EOH, from strategy and brand development to website creation, content, partnerships, publications, social media and statewide promotion. Today, EOH serves as both a travel resource and a collaborative marketing platform designed to strengthen visibility for rural Iowa.
problem_
Rural Iowa is filled with unique businesses, agricultural experiences, attractions and communities, but many lack the resources or reach to market themselves to a broader audience. At the same time, travelers are increasingly looking for authentic experiences and places beyond traditional tourism destinations.
The opportunity was bigger than promoting individual communities or events. Rural Iowa needed a way to connect these experiences, tell their stories and help travelers see small towns and agricultural destinations as part of a larger Iowa travel experience.
solution _
Emerge Marketing Solutions created Evolution of the Heartland as a collaborative way to market rural Iowa together.
As the initiative evolved, Emerge developed a strategy to transition EOH from individual events into a year-round statewide storytelling and discovery platform. The team refreshed the brand and messaging, developed a traveler-focused website, created community and business partnership opportunities, and built a content strategy centered around authentic rural experiences.
EOH now connects communities and businesses through curated itineraries, blogs, social media, email marketing, digital and print publications, direct mail, video and the EOH Explorer Series, which uses real travel experiences and personal perspectives to introduce audiences to rural Iowa.
Emerge also manages statewide sponsorships and partnerships, allowing tourism, agriculture and rural-focused organizations to support the platform while helping smaller communities and businesses gain exposure they may not be able to achieve independently.
impact _
Evolution of the Heartland has grown from a series of rural Iowa experiences into an expanding statewide platform for rural tourism, storytelling and collaboration.
Through EOH, communities and businesses across Iowa have gained access to professional storytelling, marketing resources and broader visibility. Travelers have access to curated itineraries and authentic content that make it easier to discover rural destinations and plan experiences beyond Iowa’s traditional tourism stops.
Most importantly, EOH has created a collaborative model where communities, businesses, agriculture, tourism organizations and statewide partners can work together to tell a stronger story about rural Iowa. As the platform continues to grow, Emerge is building a long-term resource designed to support rural visibility, tourism and economic vitality across the state.
what we do _
scope of work
Details
Location: Iowa
Industry: Tourism & Rural Economic Development
Services provided: Strategic marketing, brand development, website development, graphic design, content development, social media management, digital marketing, public relations, partnership development, sponsorship strategy, publication development, video production
BRANDING
WEBSITE
PRINT MATERIALS
SOCIAL MEDIA
let’s get started _
we are ready to help!
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