Visit Baltimore.org Frequently Asked Questions What is the new Baltimore brand positioning? Was it a smart investment to spend $500,000 on Baltimore's brand positioning? What is the purpose of the new Baltimore brand? What does the new Baltimore brand communicate? How did you develop the new Baltimore brand? Is your target audience for the brand local or national? Why did you create a new identity for Baltimore when others like "The Greatest City in America" already exist? What is the new Baltimore brand positioning? First, it's important to understand that the new Baltimore positioning strategy entails much more than a tagline and logo. The branding study which we have now completed entailed a comprehensive evaluation of how Baltimore - as a brand - is understood and valued in the tourism and convention markets. The process involved extensive research, both quantitative and qualitative; brand development and testing; and the creation of visual and verbal expressions of the brand. By better understanding and defining Baltimore's brand and its brand "promise," we have a valuable tool that will serve as the foundation for all marketing and communications initiatives moving forward. The new Baltimore brand positioning is based upon the core idea that Baltimore is a colorful city with an easy, comfortable feeling that enables people to relax and explore at their own pace. This is because we have a vibrant harbor in the heart of the city that sets the stage for the entire city experience. From our harbor, visitors have easy access to world-class attractions, distinctive neighborhoods and historic sites, all within walking distance or even a quick water taxi ride. Visitors can kick back, be spontaneous and let the unique energy of the city be their guide. Was it a smart investment to spend $500,000 on Baltimore's brand positioning? Absolutely. The $500,000 spent is an investment in the future of Baltimore's tourism industry, which contributes $3 billion annually to the local economy. That $500,000 investment represents 00.0016 percent of the annual economic activity generated by tourism and conventions in Baltimore. To protect and grow our current market share, we must invest in our future success. Tourism in Baltimore supports 79,000 jobs and is the third largest employer in the city behind health care and education Tourism generates $948 million in tax revenue In 2005 Baltimore welcomed more than 12 million visitors, a seven-year high The $500,000 fee paid by BACVA for research and branding covered the services of both Longwoods and Landor Associates. This fee included all steps of the four-phase process including internal and external research and discovery, a competitive audit, brand driver creation and testing, creative development and re-testing and implementation of the brand strategy platform and logo and tagline. What is the purpose of the new Baltimore brand? The destination research and positioning platform was designed to create a clear identity of the city in the minds of traveling consumers so that Baltimore emerges as a "top-of-mind" choice when considering a travel destination. The new brand identifies the unique selling proposition that only Baltimore can deliver. Research shows that the new Baltimore brand positioning resonates with tourists and meeting planners and will motivate them to travel to Baltimore. It is our hope that the new brand positioning will be utilized by other partner organizations so we can leverage marketing efforts and generate even greater awareness of the Baltimore brand. What does the new Baltimore brand communicate? The brand positioning platform, from which the logo and tagline were derived, is focused on key themes: the active waterfront, the ease of exploring the region and its accessibility and convenience for millions of travelers. The logo conveys the colorful, vibrant experiences that visitors can enjoy while visiting Baltimore. The various icons speak to the variety, excitement and fun of the city while capturing the unique flavor of Baltimore. Together, the individual images combine to represent the variety and totality of the experiences in Baltimore. The tagline, "Get in on it" has double meaning. It is a call to action for everyone from local residents to tourists to come and see what has been going on in Baltimore, a city on the move that is gaining world recognition as a must-experience travel destination. It is also an invitation for people to get in on what makes Baltimore unique - that special energy and vibe that only a city situated on a colorful, active harbor can have. From the recent Frommer's designation as a top 10 tourist destination, Volvo Ocean Race, Miss USA and $10 billion in new and planned development, Baltimore is a city with a lot to offer. The tagline invites visitors to see, taste and experience all that is happening in Baltimore and to see what they've been missing. How did you develop the new Baltimore brand? I. Discovery Extensive research was conducted by Landor and Longwoods with key stakeholders within the city of Baltimore and with BACVA's target audience of leisure and business travelers and meeting planners. The internal research uncovered what key stakeholders believe about Baltimore and how they imagine visitors see the city. The external research uncovered demographic information, planning cycles, hot buttons for consideration when traveling, activities most popular when traveling, consumer views of Baltimore, and a comparison of Baltimore with its competitive cities. Competitive review of Washington D.C., Philadelphia and Boston communication vehicles Over 1,000 stakeholder surveys sent to community partners in Baltimore to gather their input and insight on Baltimore tourism brand 30+ one-on-one management interviews with key stakeholders within the city (Michael Beatty, H&S Properties; Don Fry, Greater Baltimore Committee; Bob Rubenkonig, Streuver Bros. Eccles & Rouse; Bill Pencek, Baltimore City Heritage Area; Kirby Fowler, Downtown Partnership; Jay Brodie, Baltimore Development Corporation, among others) 1,000 self-completion mail surveys distributed to consumers within a 250-mile radius of Baltimore producing 535 returns II. Brand Strategy Platform Based on the research findings, several positioning concepts (waterfront, accessibility, historical relevance, neighborhoods) were developed and tested in tourist and meeting planner focus groups in key feeder markets (D.C., Philadelphia, northern New Jersey) III. Creative Development Based on the outcomes of the focus groups, several creative concepts that communicated the brand platform were developed and tested in the city's top feeder markets (D.C. and Philadelphia). IV. Implementation The fourth and final step created a plan for execution and implementation of the brand, including logo guidelines for the destination and its member partners. *The discovery phase began in August 2005. Surveys to members and consumers were sent out in the fall of 2005. The repositioning task force was formed in October 2004 and Dr. Gary Vikan, director, Walters Art Museum, was named chair. Is your target audience for the brand local or national? The Baltimore brand platform was designed to raise awareness of Baltimore with leisure travelers and those who influence travel (meeting planners and tour operators) who live OUTSIDE of Baltimore to motivate them to visit Baltimore, generating greater economic impact for the region through increased visitor spending. Although people who live and work here have their own thoughts on what Baltimore represents to them, we must keep in mind that what Baltimore represents to out-of-town visitors should be considered first and foremost, as this is the target audience. The primary target audiences include the leisure traveler within a 250-mile radius of Baltimore, and those that influence travel, including meeting planners and tour operators. Secondarily, it is desirable to have locals embrace the new brand platform as well, since 44 percent of the 2.23 million overnight leisure visitors in 2004 were in town to visit friends and relatives Why did you create a new identity for Baltimore when others like "The Greatest City in America" already exist? Campaigns like Believe, Greatest City in America, The City that Reads, and so forth are local civic pride campaigns aimed at people who live and work in Baltimore. BACVA's destination research and positioning strategy is a TOURISM initiative and is NOT focused on establishing Baltimore as a great place to work and live, nor is its primary mission a local community morale builder. This brand identity was developed to motivate out-of-town visitors to consider Baltimore as a destination, and ultimately motivate them to travel here. This new brand identity is not about what the residents of Baltimore think of Baltimore. Return to The Buzz section contact us