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CVB launches Tourism branding program
The Brunswick and Golden Isles
Convention and Visitors Bureau has
announced an intensive research pro
gram designed to discover, define and
design the area's competitive differ
entiators — those elements that make
the community special so it can stand
out in the marketplace.
The ultimate goal of this initia
tive is to bring greater awareness to
the area and attract more visitors to
Brunswick and The Golden Isles.
To bring outside objectivity to the
project, the CVB has partnered with
Nashville-based North Star Desti
nation Strategies. North Star has
helped develop community brands
for more than 100 cities in 25 states
nationwide.
“With tourism an industry of
such great importance to our area's
economic health, it is critical that
we move to ensure that the CVB?s
branding strategies and marketing
programs fully reflect the attractive
ness of our area as a destination and
are as compelling to potential visitors
as possible,” said Joel Meyer, Chair
man of CVB Board of Directors. “We
are very pleased about the partner
ship with North Star and anticipate
great value and direction as a result
of their research and recommenda
tions.”
“Your brand is what people say
about you when you're not around,”
explained Don McEachern, CEO of
North Star. “It's what helps tourists
distinguish you from other destina
tions. We are delighted to be assisting
the Brunswick and Golden Isles CVB
in its efforts to redefine its brand to
make it more competitive.”
The integrated process by North
Star includes research, strategy and
creative development. The first stage
is research and comprises about 80%
of the work. “Here we determine the
state of your existing brand,” said
McEachern. More than 15 pieces of
qualitative and quantitative research
will paint a thorough picture of how
the Brunswick and Golden Isles area
is thought of today.
This research includes an assess
ment of the environment; inquiry
origin, visitor origin, demographics
and psychographics of residents and
visitors; perceptions of visitors, resi
dents and stakeholders; and a review
of current communications and the
competition.
Using that research, North Star
will develop a brand strategy that is
relevant to this area's current situa
tion but also one that differentiates
it to consumers. “The research will
not only reveal our existing story, it
will also yield insights that point us
in the direction of our desired future
story. We have a lot to be proud of
here,” added Meyer. “And we need to
let everyone know it in ways that are
fresh and appealing.”
The final stage of the project will
involve the development of a brand
identity guide for Brunswick and the
Golden Isles. “Suggestions for the
brand's look and language, as well
as a new logo and tagline are a part
of this guide. But a brand is so much
more than that,” stresses McEachern.
‘Your community needs to wear this
new brand like a second skin. We will
provide the creative tools and ideas
to make that happen.” These will
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THE ISLANDER, MAY 17, 2010, PAGE 3
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According to Meyer, there were a
variety of factors that influenced the
CVB board in its decision to act now
in partnering with North Star on this
branding project. “First, economic
conditions demand that the CVB?s
marketing funds, all derived from
visitor-paid bed tax, be allocated in
strategies that produce the greatest
return on investment.
Second is the retirement at the end
of this year of CVB Executive Director
Bill Tipton who has done an outstand
ing job leading the CVB for 19 highly
successful years of growth. The board
believes that acting now to reshape
and refine our branding messages will
allow Bill?s successor to move forward
quickly in adopting and executing the
strategies with measurable results.”
To learn more about the Brunswick
and Golden Isles branding initiative,
contact Susan Kelly, at 912-399-9855;
email: susankelly@earthlink.net. □
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