Destinations are refreshing and rebranding. Since March 2020, we’ve known that tourism recovery would come. We didn’t know when, but we’ve known for months that things would never look the same again.
Stacy Ritter, President & CEO at Visit Lauderdale says, “I’m thrilled to share our new destination brand with you, which reflects our vibrant and inclusive community, 31 municipalities strong. Regardless of gender, size, race, age, sexual orientation or religious beliefs, Visit Lauderdale welcomes everyone.
We are very proud of our new logo, which prominently features a sun, reflective of our warm and welcoming destination, and the “Everyone Under the Sun” tagline, which encompasses our diverse community of visitors and residents, as well as our picturesque weather.
Our new brand name, Visit Lauderdale, was determined through careful market research and represents all 31 municipalities. While our destination is still referred to as Greater Fort Lauderdale, all of our branded communications come from Visit Lauderdale.”
See the downloadable overview of the Brand Guidelines here.
Newly rebranded Visit Lauderdale has terrific assets for local businesses and partners to literally fly the flag for the destination’s new branding. Or, a business could offer a well positioned blank wall that’s perfect for a new mural, like the one that adorns the W Fort Lauderdale Hotel. They call it “Branding With Serious Wow Power.”
Augusta Convention and Visitors Bureau has re-branded as Destination Augusta.
“‘Convention and visitors bureau,’ outside our industry, sounds a little bureaucratic,” said Bennish Brown, president & CEO, as quoted in The Augusta Chronicle. “We feel Destination Augusta truly reflects our focus on marketing for visitors and bringing in new business.”
The new logo and visual identity is created by local marketing agency Wier/Stewart — a stylized map of Georgia that notes the city’s location with a star; it will also be used by the Augusta Sports Council.
“This new corporate brand does double-duty. It reflects our priority to inspire and convert people to travel to Augusta. It also addresses our responsibility to work at many levels with residents, businesses, and organizations within our region to physically enhance our city as a destination,” said Brown. “The work we do aligns closely with our friends at the Augusta Sports Council – even sharing an office space together – it just makes sense that our branding be complimentary.”
Destination Augusta also operates Augusta & Co., Augusta’s Experience Center and the Augusta Film Commission.
“Welcome to Washington, DC, one of the best and most diverse cities in the United States. We hope visitors understand opportunities to learn more about the people in our city and make connections with individuals from a variety of cultures, races and backgrounds.”
Hear for yourself: There’s a soundcloud on the website at Destination DC, with President & CEO Elliott L. Ferguson II to introduce the city’s new DEI District: Diversity, Equity & Inclusion in 2:45 minutes.
The DMO has also launched a $2.5 million campaign to target potential leisure travelers in nearby Maryland and Virginia plus 50 million consumers within a four-hour drive. It will also include targeted advertising for Americans nationwide showing intent to travel. Destination DC chose D.C.-based advertising agency JanuaryThird for its Recovery Advertising Campaign from 25 bids received.
“We haven’t advertised our destination in more than a year. Marketing will play a major role in getting hospitality and tourism employees back to work, generating visitor revenue and local taxes and setting D.C. apart from the many other destinations consumers have to choose from,” said Ferguson.
Visit Dublin Ohio will introduce an awareness campaign in the next few weeks to help the local hospitality industry to fill open positions. President & CEO Scott Dring reminds us, “Please be kind when visiting a restaurant or hotel —chances are the people you encounter may be on the 14th day of a 12-hour shift.” Regarding the new jobs effort, he adds, “When it rains it pours! The hospitality industry was devastated by COVID and now as we recover the biggest challenge is finding help.”
And there’s more. DORA (Designated Outdoor Refreshment Area) is coming to downtown, which means it’s permitted to safely walk around Bridge Park and Historic Dublin with a beverage in hand. The pilot program to support local businesses starts in late May, Thursday through Saturday evenings.
Connecticut is launching a new $1.2 million summer marketing campaign through Sept. 6, urging people to “Say Yes to Connecticut.” The new ad says, “It’s time to savor every moment, every day, to say yes to all there is to safely enjoy right here in Connecticut.”
Wisconsin is planning ahead for summer as well as fall. “The Wonder of Wisconsin”, the Travel Wisconsin summer advertising campaign has been introduced in four states, seven new markets for a total of 12 markets with bigger spend and deeper reach. See the marketing overview document here.
New Orleans & Company launched a “we missed you…” marketing campaign starring “The Concierge,” an actor with a voice like melted molasses. The DMO is targeting audiences within driving distance of the city. According to a spokesperson for the campaign, it will expand to other markets as vaccination efforts continue. The last marketing campaign the city ran was in early 2020, but it was halted in March as the pandemic set in.
Visit Philadelphia is expecting company. The DMO launched a $2 million summer campaign, “Pack Light. Plan Big. For Philly.” Jeff Guaracino, president & CEO said, “It’s about booking hotel rooms, buying tickets at museums and attractions, encouraging people to dine outdoors and indoors and to take tours and mostly to celebrate reconnecting with family and friends.” On May 7, the city relaxed restrictions on dining and events.
Visit California does a twist on their “Dream Big” brand with the newly launched “Dreaming On in California.” Is there a contest? Of course, there’s a contest. “All of the missed milestones and canceled plans last year were a major bummer. So, Visit California is giving everyone the opportunity at a do-over. Just share your stories…”
Visit Myrtle Beach is driving economic recovery along the Grand Strand with a new marketing campaign, “You Belong At The Beach.”
The campaign features paid media elements including television spots, paid search, paid social media and out of home; public relations; social media; and co-branded partnerships supplemented by specific efforts in nonstop flight markets, as well as meetings and groups audiences.
Extensive visitor, resident, and stakeholder research was conducted to inform brand development, as previous branding for Visit Myrtle Beach was in place for more than 10 years. Consumer research and brand development work was conducted in partnership with MMGY Global to support Visit Myrtle Beach’s long-term strategic plan. See the branding document here.