 With a new Convention Center opening in September 2008, and an estimated $3 Billion being spent on enhancing its reputation as a meetings and tourist destination, Raleigh, North Carolina decided its brand likewise needed a makeover. In July, the Greater Raleigh Convention and Visitors Bureau re-branded by unveiling a new logo—along with new website design and ad concepts—all of which will be used in a strategic marketing campaigns to promote the city of Raleigh and Wake County.
More than a year in development, the new logo & brand emphasizes unique marketing aspects of Raleigh—dynamic, smart, unexpected and  celebratory, which are themes that the CVB will use in new marketing campaigns. The intention is to transmit clear and compelling reasons for people to visit the area as well as build an image that will resonate with meeting planners.
“We have spent the past 15 months working with our board, brand strategy task force, hospitality partners,  randing and advertising agencies and many other stakeholders to create a positive image which reflects that Greater Raleigh is at the heart of the new Southeast,” said Denny Edwards, President and CEO of the Greater Raleigh Convention and Visitors Bureau.
Reflecting the new “pulse” of Raleigh—evidenced by 500,000-square-foot Raleigh Convention Center, the 400-room Marriott Raleigh City Center convention headquarter hotel, the 355-room Sheraton Raleigh Hotel adjacent  to center and the $138 million expansion North Carolina Museum of Art —the new logo is called “Pulse.” The design features a palette of 12 multi-colored squares and the design incorporates a rich symbolism of this dynamic southern city. According to the CVB, the varying colors utilized all have a purpose—green representing the area’s natural environment, yellow-green representing new growth; blue and purple representing lakes and the Carolina sky; purple for elegance and sophistication and red for the strength and vitality of the capital city of North Carolina—a star also used as part of the logo design also emphasizes Raleigh, the State Capital. The 12 squares in the logo represent the 12 municipalities that comprise Wake County.
Even the phrasing within the logo was designed with a specific purpose. Visit is shown italics to accentuate the word as a verb and a call to action, according to the CVB—a proactive re-imaging of Visit Raleigh, which the CVB is also known as. The CVB’s website—www.visitraliegh.com—has also  been revamped to coincide with the new branding initiative.
The public was first able to take the New Pulse of Raleigh at a brand launch event held in Fletcher Opera Theatre at the Progress Energy Center for the Performing Arts and was attended by more than 150 tourism, hospitality and civic leaders.
“Our new destination brand, and everything it touches from the logo, website, collateral materials, tradeshow booths and targeted ads, is a product of a great strategy,” said Edwards, introducing the new campaign at the brand launch.
The new logo design, branding strategy and other materials were the result of perceptions based on surveys from more than 500 potential travelers  and 130 individual and group interviews from members of the Wake County hospitality community. Other research, conducted through online and phone interviews by Longwoods International, found Raleigh ranked better than several other Southern cities in several categories, such as good destination for adults, a unique travel experience and good restaurants. The research also showed that original perceptions positively improved once people actually visited the area.
Edwards noted that the new brand identity for Raleigh also provides an opportunity for consistent, clear and compelling marketing campaigns throughout all of the bureau’s target markets, including group, meeting and conventions. “We hope  that businesses throughout the Wake County can embrace the brand’s attributes and use them in promoting their services for a consistent message,” said Edwards. “This is an exciting time, not only for our organization but also Wake County as a whole.”
The Raleigh Convention Center officially opens in conjunction with Raleigh Wide Open 3, the city’s third annual street fair held in the downtown district. The 36-hour downtown blast will begins with the official ribbon cutting of the convention center, followed by an official lighting of the Shimmer Wall, a street festival throughout downtown Raleigh with local food, craft beers, North Carolina wines, art vendors and concerts featuring Chuck Berry and Soul Asylum. |
