Key Challenge
Hattiesburg, Mississippi was experiencing an identity crisis. This charming Southern town was looking to increase visitation to the city. But first it needed to identify its own essence. Who was Hattiesburg? And what kind of person would want to visit?

Critical Insight
Visitor profiles and interviews revealed an extremely value-conscious, family oriented consumer who appreciates Southern hospitality – characteristics that Hattiesburg has in spades.

Brand Strategy
For people who appreciate value, hospitality and family in equal measure - Hattiesburg is a charming, welcoming Mississippi town, where visitors can find a good meal, a good deal, good times and good advice, so it feels like you’re with family or friends, even when you’re away from home.

 

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 Hattiesburg. All were designed to help them wear their brands like a second skin.

• Putting Hattie to Work - With the development of all marketing strategies, the convention and visitors bureau should look for ways to personify Hattie throughout the execution of all marketing efforts. Examples of personifying Hattie include:
  • Having Hattie be the voice-on-hold when visitors call the CVB
  • Having Miss Hospitality represent Hattie at Trade Shows and Conventions
  • Hosting Hattie father and son and/or mother and daughter golf tournaments
    
    
• Gospel Music Events - Look to create gospel music events in Hattiesburg.  Gospel music events work because Hattiesburg visitors index extremely high for gospel music interest. Additionally, these events provide a way to fill in gaps in convention center business.
  
  
• Hattie's Home Page - Create a Web site for Hattiesburg that is written in the fist person from Hattie.

  Visithattiesburg.com
  Visithattie.com
  Myhattie.com
  Myhattiesburg.com
  Staywithhattie.com

Press

Hattiesburg CVB Honored With National Awards

Hattiesburg CVB to Receive 2003

Southeast Tourism Society Honors Industry's 'Shining Examples'

Kudos

"Beneath the surface of the quick sound byte news in the US (on how backwards Mississippi is), there really is good value for our visitors here as well as a quality product. When our PRIZM study was done we had very distinct socio-economic groups that jumped out at us. What we learned is that we might see ourselves as a big city or want to be that but the reality is that we're not NY or Chicago... but to our market we are the big city, because it's more than a single stop light and a Target store.

North Star really did this for us. I did not like the brand image that North Star came up with because it wasn't what I wanted to be. A lot of our business leaders did not like it.. we thought we were technically smart with the top polymer institute. I didn't like it until I read the PRIZM study and realized that's what THEY think. We looked at the results of the research and a lot of pride has grown from the fact that [our brand] was a research based, market based decision and not really an emotional decision. We are very proud that we are smart enough to set our personal likes and dislikes aside to be good marketers and good business people."
- Rick Taylor, Executive Director, Hattiesburg Convention and Visitors Bureau

Results

• Southeast Tourism Society's CVB of the Year 2004

• Mississippi Governor's Conference on Tourism - CVB of the Year 2004

• Travel and Tourism Research Association Research-In-Action Award

• Hospitality Sales & Marketing Association International (HSMAI) Gold, Silver and Bronze Adrian Awards