The Greater St. Charles Illinois Convention & Visitors Bureau (GSCCVB) has released a new brand identity, to promote Greater St. Charles' actively authentic experiences. This new brand identity was necessary for Lula Cassidy's marketing efforts, the CVB Executive Director.
“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.”
Stakeholders, destination partners, and focus groups were involved in the development of the new brand. Respondents say that the new brand reflects the true, authentic essence of St. Charles, saying that 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 logo was inspired by art deco architecture in the city, specifically using a Mobius strip (infinity symbol) that represents continuity and marriage of the past, present, and future in St. Charles. The tagline, "actively authentic", describes Greater St. Charles as a place to get involved in many types of outdoor activities, as well as shopping, entertainment, and art in the roaring 20s ambience. “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 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!”