WINTER PARK - The Winter Park-Fraser Valley Chamber of Commerce unveiled its new branding initiative that entails a simplified marketing name, new tagline, and a road map of additional branding initiatives to help build the area in the next five to 10 years.Winter Park's online presence and website, advertisements, marketing collateral, and way-finding signage will be affected and updated under the new branding effort.Signature Advertising is the company that conceptualized the area's new brand. Karen Ruby, president of Signature Advertising, says the new brand is a combination of personality, culture, and experiences the area has to offer."To create a long term, powerful brand, you have to look at where the brand has been, where it is currently, and where you want it to go," Ruby said."The new brand plays on the area's strengths," said Catherine Ross, chamber director. "Now we have a long-term goal to help build up the weaknesses so there is future growth that will continue for five to 10 years from now."The Winter Park branding initiative included three stages: research, conclusions, and creative expressions. Through research, the company was able to identify the strengths of the area as well as identify that it was important to differentiate Winter Park from other mountain towns."It's the emotional experience rather than the setting that is interesting," Ruby said.Ruby commented that the research showed that Winter Park excels in providing the best outdoor experiences and outstanding natural beauty without the "touristy cluster." The marketing logo has been changed from "Winter Park & The Fraser Valley" to read simply "Winter Park." The name of the chamber has also been simplified to Winter Park-Fraser Chamber.The words "Winter Park" and "Winter Park-Fraser Chamber" will be accentuated by a capital "A" in "Park" and "Fraser" that is in the shape of a mountaintop.The color palette has been expanded to include brighter, playful, and warm tones with orange as the prominent color, while blue and green accentuate as seasonal colors.The tagline, "Winter Park - Colorado's Favorite Playground," is meant to remind visitors of their inner child's desires to play, according to Ruby.The new look is simply an updated way to reflect what people already love about Winter Park and it encourages even more visitors to check it out, Ross said."It's a mountain destination that offers quality experience for outdoor enthusiasts year-round, and this new branding package mirrors our offerings perfectly," she said.In conjunction with the new branding effort, the Winter Park-Fraser Chamber has extended the "Play Free" promotion for early ski season visitors. The promotion will run through Dec. 31, and will provide a $50 Winter Park Key Card to visitors who book two nights at participating lodging properties. More information about the promotion and the branding effort, visit playwinterpark.com.