Branding and Marketing Initiative; "Get in on it"
|BALTIMORE - May 25, 2006 - The Baltimore Area Convention and
Visitors Association (BACVA) unveiled today a major new branding and marketing
initiative to attract visitors to Baltimore before BACVA members and stakeholders
at the Hippodrome Theatre. The brand platform is designed to raise Baltimore’s
awareness with the traveling public by positioning the city as a unique,
exciting and desirable destination for leisure travel, conventions, meetings,
day-trips and group tours.
Key messages of the new branding are built on Baltimore’s greatest assets – its picturesque waterfront and the ease of exploring the city, attributes which were identified and validated by extensive consumer research. The messages are expressed in an inviting tagline, “Get in on it.” and in a colorful logo that communicates how out-of-towners perceive Baltimore: energetic, easily navigated and spontaneously fun. The new brand identity will be used in all communications vehicles that promote Baltimore.
The new tagline is seen as an immediate call to action for the traveler,
promising an experience that is exciting, popular and distinctive, which
research indicates are all “hot buttons” for travelers. “Research shows
that people who have been to Baltimore and experienced what we have to
offer absolutely love it. When those who have not been here finally come,
they are very pleasantly surprised. Our challenge, and our opportunity,
is that people who have never visited just don’t understand all the city
has to offer,” says Edwin F. Hale, chairman, BACVA Board of Directors,
and chairman and CEO of 1st Mariner Bank. “‘Get in on it.’ says to
those visitors, ‘Join in! Don’t miss out on the fun.’”
Today’s announcement is the culmination of more than a year-and-a-half
of research and planning that included more than 30 in-depth interviews
among tourism stakeholders in Baltimore, distribution of 1,000 surveys
to BACVA members and local tourism stakeholders, mail surveys to 1,000
meeting planners and leisure travelers nationally and two rounds of focus
group testing among out-of-state travelers.
Guided by the research, BACVA leaders chose Baltimore’s new logo and tagline based upon four key criteria:
The brand platform is the cornerstone of all marketing messages for
the leisure, group, and meetings and convention market. “Research shows
that the new brand platform for Baltimore does resonate with consumers,”
says Margot Amelia, vice president of marketing for BACVA. “By having a
clear identity for Baltimore that is consistently used in all marketing
communication efforts, Baltimore will have greater awareness in the marketplace,
ultimately generating increased economic impact for the Baltimore region
through visitor spending.”
The brand platform was developed by BACVA with the assistance of Longwoods International, a tourism research firm, and Landor Associates, a consultant that has developed branding for FedEx; BP; and the cities of Hong King, Cincinnati and Madrid.
The new brand platform for Baltimore will be launched this week for meeting planners attending the Greater Washington Society of Association Executives “Springtime in the Park” tradeshow in Washington, D.C., one of the industry’s largest tradeshows. BACVA will use the new branding to target the leisure market with an extensive interactive campaign and will buy commercials on radio and TV in coming weeks in Philadelphia and Washington, D.C. targeting summer travel decision makers, which BACVA defines as women 34-65 years of age. The new creative component was designed and will be implemented by Baltimore advertising agency Carton Donofrio Partners.
For more information visit AreYouInOnIt.com
The Baltimore Area Convention and Visitors Association (BACVA), a membership-based organization, is the official destination development and marketing leader for Greater Baltimore, responsible for generating incremental economic benefits to the community through the attraction of convention and leisure visits.
|Also See:||San Francisco Convention & Visitors Bureau Rebrands itself 'Only in San Francisco.' New Theme Incorporated into Bureau’s Marketing Efforts / June 2004|
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