Key Challenge
A “tell me” city in a “show me” state. Cape Girardeau is one of many river cities with several historic events that have yet to become historic attractions.

Critical Insight
The community is full of residents ready to tell the many colorful stories of Cape Girardeau.

Brand Strategy
Position Cape Girardeau as a river town flowing with stories.

 

 

 

Initial Concepts

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 Cape Girardeau. All were designed to help them wear their brand like a second skin.

 

Results

• Over the past two years, tourism tax (4% hotel and 1% restaurant) has collectively grown 19%. 

Kudos

John Mehner, President/CEO of the Chamber of Commerce, said, “North Star has given us a positioning that all the agencies within the city can rally around and the entire community can be proud of and participate in – we are very pleased”. Inquiries received during 1st quarter 2004 surpassed total inquiries from the entire year in 2003.”

Chuck Martin, Executive Director, Cape Girardeau Convention and Visitors Bureau and President, River Heritage Association said, "Things are going great in Cape Girardeau.  We now have a number of attractions in place that definitely support and complement the brand very well.  The Mississippi River Tales Mural, the Old Bridge Overlook, a Riverfront Trail, a new park and boat launch area, etc.  We just keep pushing.  Over the past two years, our tourism tax (4% hotel and 1% restaurant) has collectively grown 19%.  Things are humming right along and even more good things are in the works… the fall opening of Southeast Missouri State University’s River Campus, a school of visual and performing arts right on the riverfront, a digital audio tour of Cape Girardeau, and a spring 2008 storytelling festival.  The River Campus has a 900 seat theater and a regional museum, all within walking distance of the downtown area.  The museum will have wonderful exhibits and no admission cost.  The digital audio tour will be downloadable from our website and can be played on any MP3 player.  We are bringing in 4 of the best national storytellers for our spring event.  We’ve committed nearly $40,000 to this startup festival. The commitment to the brand has never been stronger… Cape Girardeau is indeed where the river turns a thousand tales!  We ran with the brand!"