Media Release

Greater St. Charles, IL CVB Strengthens Brand

Published 11/01/2017

(St. Charles, Ill.) The Greater St. Charles Illinois Convention & Visitors Bureau (GSCCVB) has unveiled a new brand identity, which helps promote the area’s essence of actively authentic experiences. This effort was needed to provide a catalyst to the long-range marketing effort set forth by CVB Executive Director, Lula Cassidy, (a 30-year branding expert) and staff.

“The CVB is now ready to boldly present the strengthened St. Charles, Illinois brand to the world,” said Lula Cassidy, Executive Director of the GSCCVB. “That’s why we asked McDaniels Marketing, a full-service tourism marketing agency, to help us create a new identity that would help to draw more visitors to the area and present the actively authentic experiences that are available here. The agency has worked with branding destinations throughout the Midwest and specializes in tourism, new resident and economic development marketing.”

Creating a Brand A collaboration with the area’s key stakeholders and destination partners helped determine existing and desired brand attributes. After this team effort, logo concepts and slogans were created and narrowed down to a few options. These ideas were then presented to focus groups that included both respondents from the area, as well as potential visitors from at least three hours away, to determine the best choice.

The process resulted in a strengthened brand identity that was overwhelmingly favored by the focus groups. Respondents said the new identity is more colorful and fun, conveying the true, authentic essence of St. Charles. Respondents also said: “The logo is classy and tastefully simplistic,” “lively, colorful, eye catching,” “delightful” and “easy on the eyes.”

Cassidy added, “Our new brand identity helps to capture the celebratory vibe of St. Charles as a destination. It’s more inviting for visitors and is intended to draw more people to the area for meetings, leisure activities, weddings and sports activities.”

The New Logo Inspired by the art deco architecture throughout the city, the new logo design incorporates a stylized Mobius strip (infinity symbol) that represents continuity and a marriage of the past, present and future in St. Charles.

“The GSCCVB works collaboratively to position the St. Charles area as a distinct, one-of-a-kind experience for guests,” Cassidy said. “The new community-based brand promise we developed with area stakeholders not only defines the physical aspects of the destination, but also creates an expectation about the experience visitors will have once they arrive. This new branding promotes St. Charles as ‘actively authentic’ for sight doing rather than sightseeing. We’re excited to see how this affects our tourism!”

The New Tagline: Actively Authentic A new tagline was also developed that describes the destination as a place for people to run, bike, kayak and get involved in many other outdoor activities. In addition, the ability for visitors to be involved in the art, entertainment, shopping and roaring 20s ambience is key. “The goal is to move people from being spectators to doers, and this includes those who choose St. Charles for a meeting or event,” Cassidy said. The new brand strength is already being displayed in a new Sight-Doing digital and print ad campaign that emphasizes how visitors can “See It. Do It. Live It.”

The St. Charles, IL Brand Promise The best way to experience living like a local in northern Illinois. Just outside of Chicago, yet full of small-town, Midwestern ambience. Where families and celebrities train on miles of trails, play at nationally recognized parks, learn new skills with artisans, host events at top-notch facilities, experience farm to table at its finest and indulge in authentic throwback concerts and Roaring 20s fun. Welcome to a place you’d love to call home. Don’t just see what we have to offer, do it and live it.

The GSCCVB is funded by the Illinois Office of Tourism and a portion of the hotel/motel tax collected by the City of St. Charles hotels to promote the St. Charles area as a destination for leisure visitors, trade shows, conventions, meetings, weddings and sporting events.

For more information or images, please contact: Vikki Myers, Destination Marketing & Community Relations Manager at GSCCVB or check VisitStCharles.com. OR Brenda Tomlinson, Public Relations Director, McDaniels Marketing

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