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Springfield, Illinois Tourismís New Brand is 'Always Legendary'
Mayor Mike Houston and the Springfield Convention and Visitors Bureau revealed the city’s new tourism brand at an event in downtown Springfield Wednesday evening September 24. Approximately 250 hospitality industry employees and tourism supporters were in attendance.
Titled “Always Legendary,” the brand will set the tone for all future marketing campaigns, publications and projects of the convention and visitors bureau. The SCVB is the chief marketing, sales and services organization for Springfield, Illinois tourism.
According to SCVB Acting Director Gina Gemberling, “We have spent the last several months working with both our local hospitality partners and our advertising agency to develop a cohesive and consistent message that represents our appeal as a destination for visitors. This new brand will be used to show the unique and authentic experience travelers can expect when they visit Springfield.”
Leaders from a variety of hospitality market segments participated in a branding discovery session with the convention and visitors bureau and digital media and marketing agency USDM earlier this year. The session resulted in a strategy to best represent the city’s many assets to travelers. Member of the branding discovery session included representatives from the President Abraham Lincoln-a DoubleTree by Hilton Hotel; the Crowne Plaza Hotel & Convention Center; the Northfield Inn, Suites & Conference Center; the Springfield Airport Authority; the Prairie Capital Convention Center; the Illinois Historic Preservation Agency; the Illinois Office of Tourism; and the Lincoln Home National Historic Site.
The Wednesday evening event included a presentation from USDM in which they outlined the new brand which showcases Springfield’s authentic and unique voice to tourists. According to USDM, “Always Legendary” respects the city’s identity and is at the core of what visitors expect. Having a clear brand allows the Springfield CVB to compete in a cluttered market of first and second-tier cities for meetings, conventions and leisure tourists. “Having a clear brand, one that is memorable and that reflects how the visitor thinks and feels about a destination, can be the tipping point to drive attendance and occupancy,” said Cliff Ward, Chief Creative Officer of USDM.
Following the presentation, the Springfield Convention and Visitors Bureau revealed new full window graphics featuring their new brand identity. The SCVB is located at 109 N. 7th Street.
Mayor Mike Houston said, “Tourism numbers were up in 2013, and we wanted to make sure we kept the momentum moving forward. 2015 will be a big year for our community, with the 10th Anniversary of the Abraham Lincoln Presidential Library and Museum, the Lincoln Funeral commemoration and the opening of the Kidzeum, plus the many national conventions we are hosting. We’ve got a lot of reasons to welcome more people here in the future.”
Tourism is an economic engine for Springfield, employing over 3,000 people in Sangamon County and generating $7.53 million dollars in local tax revenues in 2013. The tourism industry encompasses hotels, restaurants, recreation, entertainment, shopping and special events and includes partners such as the Prairie Capital Convention Center, the Illinois State Fairgrounds, Downtown Springfield, Inc., the Greater Springfield Chamber of Commerce, the Capital Area Sports Commission, and the Springfield Commission on International Visitors.
The Springfield Convention and Visitors Bureau works to promote, service and sell Springfield, Illinois as a leisure and convention destination of distinction.
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