| Destination Salem
2007 ReBrand 100 Winners > merit
Industry: Tourism - Below: Before Images Not Available for Showcase, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Salem was an historically rich city suffering from an antiquated public perception
Challenge - The City of Salem, Massachusetts has undisputable historic significance, known worldwide for the witch trials of 1692. Public perception of Salem, however, became limited to Halloween and “spooky” activities. While the activities were undoubtedly part of the city’s distinct nature, they were by no means a platform for economic prosperity and growth. As part of a long-term strategic plan for the city, leaders sought to revitalize public perception and to broaden the appeal of Salem as a tourist destination.
Strategy - Through a rigorous set of meetings, interviews and workshops, Minelli harnessed the vision for Salem’s future. The central idea, Experience the Unexpected, directly challenged narrow perceptions and suggested that a visit to Salem would delight and surprise. An eclectic mix of history and entertainment. Old architecture mixed with new attitudes. Relaxing waterfront mixed with stimulating art. And, of course, home of the legendary witch trials.
Result - Envisioned as a multi-year strategy, the initial release of the positioning moved well beyond boosting tourism and produced a positive effect on the City’s financial prosperity, residential diversity and community support. Voted one of America’s most livable cities in 2004, Salem has over $300 million in new commercial development underway and one of the fastest growing condo markets in New England. The announcement of Salem’s re-positioning also generated an international buzz that created several million dollars worth of press and news coverage — from CNN to National Public Radio.
Credits:
Client: Destination - www.destinationsalem.com
Brand Strategist/Designer: Minelli, Inc. - www.minelli.com
President: Mark Minelli
Brand Strategists: Jim Coutre, Margarita Barrios Ponce
Creative Director: Margarita Barrios Ponce
Copywriter: Margarita Barrios Ponce
Senior Designer: Steve Rowe
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