Springfield, Illinois Tourism’s New Brand Announced as “Always Legendary”
Approximately 250 hospitality industry employees and tourism supporters were in attendance last month when Mayor Mike Houston and the Springfield Convention and Visitors Bureau revealed the city’s new tourism brand, titled “Always Legendary,” in downtown Springfield.
The brand will set the tone for all future marketing campaigns, publications and projects of the convention and visitors bureau. The Wednesday evening event included a presentation from USDM in which they outlined the new brand which showcases Springfield’s authentic and unique voice to tourists.
According to USDM, “Always Legendary” respects the city’s identity and is at the core of what visitors expect. Having a clear brand allows the Springfield CVB to compete in a cluttered market of first and second-tier cities for meetings, conventions and leisure tourists. “Having a clear brand, one that is memorable and that reflects how the visitor thinks and feels about a destination, can be the tipping point to drive attendance and occupancy” said Cliff Ward, chief creative officer of USDM.
The SCVB is the chief marketing, sales and services organization for Springfield, Illinois tourism. According to SCVB's acting director, Gina Gemberling, “We have spent the last several months working with both our local hospitality partners and our advertising agency to develop a cohesive and consistent message that represents our appeal as a destination for visitors. This new brand will be used to show the unique and authentic experience travelers can expect when they visit Springfield.”
Springfield’s tourism industry encompasses hotels, restaurants, recreation, entertainment, shopping and special events. The industry partners include the Prairie Capital Convention Center, the Illinois State Fairgrounds, Downtown Springfield, Inc., the Greater Springfield Chamber of Commerce, the Capital Area Sports Commission and the Springfield Commission on International Visitors. As an economic initiator for Springfield, tourism employs over 3,000 people in Sangamon County and generates $7.53 million dollars in local tax revenues in 2013.
Mayor Mike Houston said, “Tourism numbers were up in 2013, and we wanted to make sure we kept the momentum moving forward. 2015 will be a big year for our community, with the 10th Anniversary of the Abraham Lincoln Presidential Library and Museum, the Lincoln Funeral commemoration and the opening of the Kidzeum, plus the many national conventions we are hosting. We’ve got a lot of reasons to welcome more people here in the future.”
The Springfield Convention and Visitors Bureau works to promote, service and sell Springfield, Illinois as a leisure and convention destination of distinction.