Baltimore launches new tourism brand platform; visitors invited to "get in on it"

The Baltimore Area Convention and Visitors Association (BACVA) has unveiled a major new branding and marketing initiative to attract visitors to Baltimore. The brand platform is designed to raise Baltimore's awareness with the traveling public by positioning the city as a unique, exciting and desirable destination for leisure travel, conventions, meetings, day-trips and group tours. In celebration of the new brand platform, BACVA is encouraging visitors to "Get in on it." by making use of a new coupon book featuring over 35 special offers now available at the Baltimore Visitor Center at Baltimore's famous Inner Harbor and online.
Key messages of the new branding are built on Baltimore's greatest assets - its picturesque waterfront and the ease of exploring the city, attributes which were identified and validated by extensive consumer research. The messages are expressed in an inviting tagline, "Get in on it."and in a colorful logo that communicates Baltimore's key strengths as identified by past and potential visitors: energetic, easily navigated and spontaneously fun. The new brand identity will be used in all communications vehicles that promote Baltimore.

The new tagline is seen as an immediate call to action for travelers, promising an experience that is exciting, popular and distinctive, which research indicates are all "hot buttons" for travelers. "Research shows that people who have been to Baltimore and experienced what we have to offer absolutely love it. When those who have not been here finally come, they are very pleasantly surprised. Our challenge, and our opportunity, is that people who have never visited just don't understand all the city has to offer," says Edwin F. Hale, chairman, BACVA Board of Directors, and chairman and CEO of 1st Mariner Bank." 'Get in on it.' says to those visitors, 'Join in! Don't miss out on the fun.'"
The branding initiative comes at an important time for Baltimore with the city enjoying record-setting gains in number of visitors and tourism spending. Visitors spent a record $2.96 billion in 2005, and the total number of visitors reached 12 million, a seven-year high, according to D.K. Shifflet & Associates, which tracks the tourism industry.
"Research shows that tourists who have experienced Baltimore love it because of its world-class attractions that are easy to get to, and for its distinctly casual and fun personality. Baltimore has everything a big city offers but is easier to enjoy, is less stressful and requires less advanced planning," says Ronnie Burt, BACVA's interim president. "The brand strategy platform is designed to create a clear identity in the minds of traveling consumers so that Baltimore emerges as a top-of-mind choice as they consider a travel destination," says Dr. Gary Vikan, chair of the brand repositioning task force, BACVA Board member, and executive director of the Walters Art Museum. "It allows consumers to immediately recognize experiences that can take place in Baltimore and creates an emotional connection that motivates them to visit."
The brand platform is the cornerstone of all marketing messages for the leisure, group, and meetings and convention market. It was developed by BACVA with the assistance of Longwoods International, a tourism research firm, and Landor Associates, a consultant that has developed branding for FedEx; BP; and the cities of Hong King, Cincinnati and Madrid. For more information visit  their website.
The Baltimore Area Convention and Visitors Association (BACVA), a membership-based organization, is the official destination development and marketing leader for Greater Baltimore, responsible for generating incremental economic benefits to the community through the attraction of convention and leisure visits.