County Tourism Bureau Is working on Rebranding
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[June 12, 2014]
- The Abraham Lincoln Tourism Bureau of Logan County has been busy
at work in 2014 on many projects. One of the biggest and most
important has been to clearly define the role of the Tourism Bureau
and how to best serve Logan County. “After the process with the UOC
(United Organizations Committee) it became obvious what our role
is—to market Logan County to the world”, said Andy Anderson,
President of the Tourism Bureau.
The next step in the process of defining the Bureau
was creating a brand that guests to Logan County and potential
guests would be drawn to and could identify with. After interviews
with a couple of marketing firms that specialize in branding, the
Bureau decided on DCC Marketing out of Decatur, IL. Jean Bruner
Jachino and Tom O’Donohue were appointed by the board of directors
to take the lead on this initiative with DCC Marketing. The
following is a recap of the work that has been done thus far and
what the areas they are focusing on.
“We are hoping the results of our work will drive the rebranding of
the region and define measurements of success.” said O’Donohue.
O’Donohue said the new brand is meant to highlight the destination
of Lincoln/Logan County region, not the Tourism Bureau itself.
In the first meeting with the consultant company discussions were
had around the topics on the culture and tourism of Lincoln/Logan
County (i.e. warm, inviting, positive energy, historic, potential);
and the desire for the look and feel of the new brand. Examples: fun
yet professional, inviting and memorable, and highlighting the
unique flair of the area.
The group focused on some of the great features of our area: Lincoln
Logan County is the hub of Central Illinois, nestled 30 minutes away
from almost every metropolitan center of Central
Illinois. Lincoln/Logan County is a relaxing getaway in nature with
the nostalgic flair of the Midwest.
The group also discussed Logan County’s features that set us apart
for other areas that DCC considers to be “Logan County’s current top
draws for tourism”: Route 66, Abraham Lincoln Heritage, Museum,
Covered Wagon, Walk where he walked, Festivals including the Lincoln
Art & Balloon Festival, and Mt. Pulaski’s Christmas Festival to name
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They identified areas in which tourists miss: Downtowns –
Old-fashioned shopping districts, foodie eateries, weekends –
The following indicators were identified to drive the measurement of
success for the rebranding and promotion of Lincoln Logan County:
Attracting more sporting events, increasing tours and tour bus
groups, growing occupancy in hotels and bed & breakfasts, and the
need to focus on both historical and economic drivers.
In May DCC supplied Bruner Jachino and O’Donohue with naming
recommendations and logo design drafts. DCC took feedback from the
two Tourism reps and are now making final changes on the designs.
The Tourism board is anticipating voting between two to three
proposed new logos at the last meeting of the board in June.
In July key stakeholders in the community will be invited to attend
a focus group planning session run by DCC to help them better
understand Logan County and the needs of our community. This next
step will help DCC in creating an overall branding initiative
including an ongoing marking plan.
O’Donohue stated that creating a unified brand for Logan County was
an initiative that came out of the first meeting of the UOC with the
consultant. “It was crystal clear to us what our mission is. The UOC
process has helped us become very focused which has driven every
decision we’ve made since that process in February.”
[Text received: ABRAHAM LINCOLN
TOURISM BUREAU OF LOGAN COUNTY]