Key Challenge
Classic Place, Confusing Name . . . A rose by any other name may smell as sweet. The problem is, without the classic connotation that the name “rose” conjures up, no one will go out of their way to savor it. Such was the case with Boyne Country, Michigan. The name for this cluster of charming resort communities around Michigan’s Little Traverse Bay did little to elevate its position in the minds of uninformed visitors. In other words, if you weren’t already familiar with the area’s classic charms, the name sure wouldn’t convince you to check it out. Even residents and frequent visitors reported being confused about how to reference the destination, calling it in turn Up North, Petoskey-Harbor Springs, Northern Michigan and Tip of the Mitt.
Critical Insight
Borrowing equity in the established . . . Research revealed two important things. First, Boyne Country offers all the amenities of other Lake Michigan destinations including the lake, shopping, history (Hemingway vacationed there), charm, skiing and beauty. But it’s also the source of life-changing summer memories for generations of people; people who keep coming back because Boyne Country is classic. And like most classics (think good books and fine wines), it transcends rampant commercialism, numerous trends, and in-your-face, over-the-top luxury.
Second, the city in this cluster of resort communities with the greatest name recognition both regionally and nationally is Petoskey. Plus, it is associated with all the great “classic” things about the area. Borrowing the equity in that name, but expanding it to include surrounding smaller resorts, the destination’s moniker went from Boyne Country to The Petoskey Area.
Brand Strategy
North Star recommended targeting generations of families who place high value on the quality of time spent together and positioning the Petoskey Area as home to a gathering of authentic resort communities that have achieved “classic Michigan destination” stature thanks to enduring appeal, excellence and irrepressible freshness so you experience the contentment and satisfaction of being exactly where you belong.
Initial Concept
One of the ways North Star brings your brand to life is with a Brand Identity package, which is the creative representation of your identity. Creative goodies include recommendations for a logo, strap line, color palette, print ads, outdoor boards, t-shirts, websites and more! (Note: The “initial concept” is North Star’s recommendation. As our client’s brand implementation progresses we will provide their “evolution of the idea”!)
Brand Action
Bringing a two-dimensional brand to life in a three-dimensional community takes a strong brand action plan. Following are a sampling of action ideas from the hundreds developed specifically for the Petoskey Area. All were designed to help them wear their brand like a second skin.
- Create a coffee table book or cookbook-
Feature the favorite stories (and pictures!) of longtime residents and visitors showing how their story has been told through the years in the Petoskey Area. Offer a prize to the person with the best story and sell the book in local area bookstores and coffee shops. Stories could include:
- Favorite summer stories
- Favorite funny memories
- Favorite holiday memories
- Stories of weddings
- Stories of family time together
- Stories that changed their lives
- Stores of lessons learned
Another option, create a “Your Story Awaits” cookbook. Similar to the coffee table book, the cookbook will contain favorite recipes from locals and longtime visitors. Create separate sections for each type of food or group food by events (4th of July picnic, summer by the shore cookout, cocktail parties, etc.). Offer prizes for the best recipes. Consider hosting a cook-off event to kickoff the launch of the book and bring the community together.
- Re-introduce Petoskey Area to current visitors - One of the goals of this branding process (outlined in the situation analysis) was to “freshen or redefine our brand without alienating our current base.” Consider sending a direct mail piece or a personalized email to those who are longtime visitors of the area. Introduce the look and language of the new brand and showcase new (and old) attractions, activities and events that bring the brand to life. Encourage them to look for signs and evidence of the new brand next time they visit. If possible, send them some promotional merchandise such as a t-shirt, water bottle or portable camera. The key is to make your current base feel special and involved just as the resident roll-out seeks to do with your year-round citizenry.
- Offer entertainment for families - In your situation analysis you designated the area’s greatest weakness with regard to tourists as a lack of attractions and events for entertaining families. Point families in the right direction with online customized “family-style” vacation itineraries that feature points of interest, shopping and dining for families of all ages.
Also consider hosting family events with appeal for both visitors and residents. Some ideas:
- Sailing contests
- Concerts on the Bay
- Snowman building competitions
- Fishing competitions
- Sand castle building contests
- Movie nights
- Storytelling
- Art/writing classes
- Wooden boat building contest
- Kite making and flying competition
Kudos
“Our name change was seamless,” explained Peter Fitzsimons, Executive Director of The Petoskey Area Visitors Bureau. “We were able to incorporate this change without causing a ‘disconnect’ with a very loyal (and large) group of existing visitors who have a deep emotional attachment to the area. That was North Star’s challenge.
“The branding project validated what we were currently doing but also shed light on how to best grow a new economy of visitors without alienating our existing base. As a result, our current message has some new – and effective – insights based on solid research.
“Don’t get me wrong - it was a lot of work, but it was worth it. And if I have to do it again, I will, and I’ll do it again with North Star.”
