How does Greenhaus help destinations define and express distinct identities?

Every destination has a story waiting to be discovered. Few know how to narrate it in a way that truly connects with people. For more than three decades, Greenhaus has helped destinations identify what makes them distinct and translate that clarity into immersive experiences that resonate long after travelers return home.

Over the past ten years, the firm has strategically shifted its focus towards tourism marketing. Greenhaus builds new brands and refines established ones, rooted in place and positioning clients to compete in an increasingly crowded global travel market. Its portfolio spans tourism, hospitality, resort and real estate sectors as well as destination marketing agencies that promote tourism in the U.S., Mexico and the South Pacific.

“We are connecting people to places in ways that capture their imagination, spark emotion and feeling and create connections that resonate over time,” says Paul Whitbeck, CEO of Greenhaus.

Central to that work is the recognition that no two destinations operate alike. The firm evaluates each location’s character, culture and governance structure before defining strategy. Some destinations differentiate through geography and physical features. Others derive competitive advantage from community identity or cultural heritage. Governance and stakeholder models vary just as widely, from highly involved boards to autonomous teams, each with distinct decision-making processes, funding structures and strategic horizons. Effective brand development, the firm emphasizes, requires navigating those variables with precision.

Insight-Driven Growth and Future Direction

How does PlaceSyncing translate destination insight into measurable brand impact?

To convert insight into measurable brand impact, Greenhaus applies a research-driven methodology it calls PlaceSyncing. At the firm, insight informs strategy, and strategy governs every creative and media decision. Greenhaus begins with comprehensive destination analysis, digging into either primary or existing research combined with stakeholder perspectives. The result shapes positioning, messaging, campaign development and media planning, ensuring that execution reflects authentic local identity and clear competitive differentiation.

The approach is evident in the agency’s work with Visit Dallas. In 2022, Greenhaus partnered with the organization to establish a unified tourism brand for the city. The engagement began with structured collaboration across tourism leadership, local stakeholders and community voices to capture the energy, diversity and ambition that define Dallas. The process included a dedicated brand committee, interviews, workshops, and both qualitative and quantitative research.

That immersion translated into a cohesive brand platform and integrated campaigns designed to attract both leisure and business travelers. The engagement led to a unified brand platform and ultimately to Greenhaus being named Agency of Record and formalized a unified brand narrative aligned with the city’s identity, growth strategy, and long-term ambitions.

Building a Future-Proof Agency

How has Greenhaus adapted its structure to industry disruption and growth?

The agency has consistently focused on enhancing the traveller experience while adapting to industry shifts. Despite the challenges faced by the tourism and real estate sectors during the pandemic, Greenhaus reported approximately 375 percent growth in gross revenue from 2021 to 2025. The firm expanded from its original base in California to establish an additional office in Dallas and adopted a distributed workforce model to access specialized talent nationwide.

Guided by a creative vision, the agency set out to merge compelling storytelling with strategic media planning. As media consumption habits evolved, Greenhaus strengthened its media capabilities to ensure its creative ideas reach the right audiences. The agency appointed Chief Media Officer Casey Soulies to manage media planning and placement in-house, with support from its proprietary platform, Greenhaus Compass. The platform identifies target consumers, analyzes audience behavior and uses AI-driven insights to reach travelers through emerging media channels.

How does integrated storytelling and media execution strengthen destination positioning?

These developments reflect Greenhaus’ evolution into a fully integrated destination-marketing partner, uniting storytelling, media execution and strategic insight. As today’s travelers seek meaning as much as movement, this integration guides destinations toward authentic expressions of their identity, fostering genuine connections between travelers and the places competing for their attention.