Key Challenge
Shedding anonymity. How does a Southern port city boasting cultural diversity and attractions make a national name for itself?
Critical Insight
Non-visitors to Mobile have no clear picture of the city. A significant number of those interviewed did not even know Mobile is located on the Gulf Coast.
Brand Strategy
Embrace the Bay by changing the name to “Mobile Bay” and positioning as a port city showcasing a paradox of cultures.
Initial Concepts
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”!)
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 Mobile Bay. All were designed to help them wear their brands like a second skin.
- Bring awareness to the water - Research revealed that many people do not know Mobile is on the water - change the name from Mobile to Mobile Bay and connect the community to the water!
- Baycation - Trademark the phrase Baycation for use in advertising and promotions.
- Embrace Jimmy Buffet. Do whatever it takes to ingratiate Jimmy Buffet to his home town. He is immediately tied to water and leisure travel pursuits.
- Affiliate Mobile Bay with Tampa Bay and San Francisco Bay. Create a “Meetings by the Bay” promotion providing incentives for a rotating schedule. Establish a cooperative “Bay Businesses” discount promotion.
Results
- RevPAR is up 42.6% in 2005.
Kudos
The CVB, Chamber of Commerce and local government have all adopted the Mobile Bay brand. The term “Baycation” has been trademarked. Mayor Mike Dow said “North Star got to the essence and the future of Mobile. Be on the lookout for Mobile Bay.”
