America Outdoors Announces Launch of New Branding and Website

Change reflects an emphasis on business resources for the outfitter industry
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Knoxville, Tennessee (August 23, 2018)- America Outdoors Association, the nation’s leading association of outfitters and guides for 30 years, announced today the launch of a new brand identity and tagline. The organization will now be referred to as “America Outdoors.” Among the other changes will be its logo, tagline and an updated website.

Market research determined that the brand’s identity needed to evolve to showcase growth in the association. The reputation associated with its previous identity is a valuable asset, but added emphasis is now placed on the business resources the association provides to the outfitter industry. Along with the new branding, America Outdoors will place a higher level of importance on providing business resources and tools for outfitter businesses as well as cultivating the community within the outdoor industry. America Outdoors will continue its advocacy for the industry and will retain the “Association” designation when representing outfitter interests in legislative issues.

To complement the new identity, AO has also updated their website, www.americaoutdoors.org with beautiful outdoor imagery and improved content to secure their position as the resource for the outdoor industry.

The new tagline for America Outdoors, “Where Outfitters Thrive” encompasses the four pillars upon which the organization will now operate: Connect, Grow, Learn & Belong. The four pillars and the new branding as a whole embody an organization that is reinventing itself but is still very committed to supporting the outfitter community.

“This is a strategic change for AO; it marks a shift in our direction as an association to be THE business resource for our members,” said Julie Kahlfeldt, Executive Director for America Outdoors. “AO’s dedication to the pillars of the organization will remain intact, while our potential to improve our offerings to members will grow by leaps and bounds. We are excited about our new branding and dedication to help outfitters thrive!”

logo and tag line with white space

Contact: Hilary Wickes

hwickes@americaoutdoors.org

865-558-3595

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