The Cedar Rapids Area Convention & Visitors Bureau Launches New Brand and Logo
The Cedar Rapids Area Convention & Visitors Bureau (CRACVB) today unveiled a major new branding initiative at its annual meeting. The new logo visually represents the brand promise: “The CRACVB is where the experience starts for visitors, residents and organizations.”
New Logo, Positioning Line
The new positioning line, “Where your experience starts,” identifies the fact that the CRACVB is the primary connecting resource to all the unique experiences the area has to offer and leverages the CRACVB’s position as a leader in tourism. “The logo and positioning line is the expression of the brand and just the tip of the iceberg when it comes to branding,” said Jessica Palmer, director of marketing and research at the Cedar Rapids Area Convention & Visitors Bureau. “‘Where your experience starts’ is what visitors and residents will come to associate with the CRACVB and the Cedar Rapids area.”
An in-depth process—combining research, strategic planning and creative development—enabled the CRACVB to develop and clearly identify the optimal brand, providing the Bureau with a competitive advantage. The creative development portion of the process brought the brand to life and includes a new logo, brand promise and positioning line.
The brand platform is designed to raise the Bureau’s awareness within the local community and in the traveling public. It will also be used to position the Cedar Rapids area as a unique and desirable destination for leisure, business, athletic and group travel.
The Research
Research included an assessment of the environment, perception of visitors, residents and stakeholders, a review of current communications and the competition. There were four key insights as a result of the research:
• The CRACVB has a significant impact on the local economy and plays an important and unique role in the community
• The CRACVB is the resource that connects visitors, event & convention planners and residents to the community’s attractions and amenities
• The CRACVB is often the first impression people have of the community
• The CRACVB represents fun, activity, all the exciting things to see and do in the Cedar Rapids area
The CRACVB’s new marketing campaign will develop target visitor profiles and a corresponding core brand message to connect with them. The messaging will be used in targeted advertising campaigns including print, online and media outlets, group tour and leisure travel campaigns, as well as event sales and marketing. Strategically, this allows the Bureau to reinforce Cedar Rapids as a destination that offers a unique experience to visitors, while providing a solid base for promoting the area’s attractions and amenities within that framework.
“The CRACVB’s new brand is not simply a campaign theme or positioning line,” said Ms. Palmer. “It is an expression of a compelling, unique experience that the CRACVB offers potential visitors and will help set a roadmap of success for the Bureau for years to come.”
The Cedar Rapids Area Convention & Visitors Bureau initiated the brand process. The logo was developed by North Forty, a Cedar Rapids-based creative firm uniquely positioned as the “Creative OutHouse” for in-house marketing departments who need creative solutions to business problems. The company employs content, vision and experience to develop creative messaging and imaging for national and regional brands. The Cedar Rapids Area Convention & Visitors Bureau is a non-profit, membership based organization with the mission of marketing the greater Cedar Rapids region.
Tourism accounts for a significant part of the local economy. Linn County, which includes the City of Cedar Rapids, ranked second in the state for domestic travel impact with more than $590.39 million in domestic travel spending in 2008, representing 9.22% of the state total. The payroll income and jobs directly attributed to domestic travel spending in 2008 totaled $112.65 million and nearly 6,000 jobs. This was despite being the epicenter of the worst disaster in Iowa history, the Flood of 2008, as well as being faced with the worst national economy since the 1930’s.
Contact: For logos, print advertisements or additional information, contact Jessica Palmer at 319.538.1312 or jpalmer@cedar-rapids.com
