Area seeks brand
The Worcester-based marketing group that promotes tourism for 60 cities and towns in Central Massachusetts is entering the final phase of a year-long branding effort to draw more visitors to the region.
The Central Mass./Worcester County Convention and Visitors Bureau will create a brand blueprint over the next 60 days to put into action a strategy formed over the last 11 months. CVB showcased the results of the $35,000 branding study by Gary Sherwin of Believable Brands yesterday at its annual meeting. Sherwin’s branding process avoids relying on slogans and logos and stresses identifying the emotional selling points of a destination.
The study polled 738 visitors to Central Mass. and 209 non-visitors, along with residents, about their likes and dislikes. It found that both rank the region’s rural beauty, outdoor recreation, history and easy access among its top attractions.
The report recommends each community develop its own brand within the larger effort, develop and package outdoor adventure offerings, improve cross promotion between regions, and package and promote intellectual experiences and create a hospitality staff training program. CVB will also begin work on an advertising campaign and icon to promote the new image.WBJ Web Partners
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