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:

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 Fort Collins. 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.

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.”