Creating a Destination Brand from Scratch - The Michigan’s West Coast Case Study
With the pending completion of a $220 million new convention center, the Grand Rapids/Kent County CVB recognized that it needed to increase destination appeal if it was going to successfully compete on the national stage. Therefore, Longwoods International was hired in early 2002 to execute strategic branding research and work in partnership with their communications firm to establish a viable long-term brand that would:
- Increase appetite for Grand Rapids Meetings and Conventions
- Elevate Grand Rapids to a Tier 2 Midwestern convention destination of choice
- Increase the profile of West Michigan, regionally and nationally
- Cultivate a greater share of regional leisure travelers
- Elevate the appeal of Grand Rapids as a place to live, work, and play
- Demonstrate positive impact on the overall tourism economy
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