It's a common refrain in marketing a regional destination.
There's always someone from one of the smaller communities (usually an elected official) that is offended by efforts to brand the destination using the largest community's name. Never mind that the research is clear that the larger community's organic name recognition will get the smaller towns noticed. They just want their town's name included.
Which, of course, will reduce the effectiveness of the brand by muddying the water.
In the case of the Olympia-Lacey-Tumwater Visitor & Convention Bureau (which simply rolls off the tongue, don't it?), the DMO is hoping to rebrand as Experience Olympia. As is typical, a city councilperson objects.
“By eliminating two out of three city names from their brand, I don’t see how that benefits the region as a whole,” he said, adding that he’d rather see an all-encompassing name, such as Experience Thurston County, Experience South Sound or Experience the Gateway to the Pacific.
And, for a local...those all sound really smart. But, a destination brand needs to capture the attention of people that don't live in the region. They are the target market. Someone like, ummm, me...
Who has no friggin' idea where Thurston County is, doesn't know what a South Sound is (Allman Brothers, maybe?)...and "Gateway to the Pacific?" That could be anywhere from Baja to Vancouver.
Olympia? I've heard of that (every student of U.S. geography has)...and, I've heard it's a pretty cool town. And, I would expect there to be several cool towns around it.
Lead with your strength...and everyone benefits. Screw around with names and phrases that only locals know...and everyone loses.
Except maybe a prideful Councilman.
I agree with you 100%! I've been to Olympia and it's a funky State Capitol town worthy of a visit. County names are meaningless to anyone outside the region, and they do nothing to sell rooms or meeting space to outsiders. Call it having "microvision!"
Posted by: Rob Stern | August 15, 2016 at 10:03
Guess they don't understand a rising tide lifts all boats.
Posted by: Karen Raymore | August 15, 2016 at 15:05
Absolutely correct Bill! Until recently, the folks in the Palm Springs area wouldn't concede the fact that PS was the identifier for the region and nine jurisdictions fought that battle for more than 15 years. Cities need to acknowledge that their communities are what the visitors think they are and to force political correctness isn't going to change their perceptions! You can have a political feel good or be successful -- your choice. Visitors don't care about city boundaries only the destination experience.
Posted by: Gary Sherwin | August 15, 2016 at 15:52
I know City Councils think it's "their money"...but why a public popularity content (e.g., an election) makes people think they are experts in marketing never ceases to amaze me.
Posted by: Bill Geist | August 15, 2016 at 15:56
*contest*
Posted by: Bill Geist | August 15, 2016 at 15:56
Check out the painful Sebring/lake placid gl issues. In that case shows the dangers of allowing public committees design your logo along with municipality issue
Posted by: Vhaley | August 17, 2016 at 21:19
When Tourism Officials in your own State don't know where you are: http://www.highlandstoday.com/hi/local-news/tdc-relents-on-visitsebring-logo-20160721/
Posted by: Bill Geist | August 18, 2016 at 07:27