Key Challenge Down on the town. Lansing, Michigan was suffering from low self esteem. Lost manufacturing jobs and a struggling economy had residents critical of their community. To be successful, Lansing’s brand had to ring true to residents, even before it was rolled out to tourists. If the people who live in a place don’t believe in their city, no one else will either.
Critical Insight North Star research found that Lansing is actually the literal and figurative heart of Michigan. Centrally located in “the middle of the mitt,” Lansing is both the state capital and home of Michigan State University. It is also home to a surprising number of “creative class” citizens and a corresponding creative culture.
Brand Strategy Target Audience: For people who want to be at the heart of the action,
Frame of Reference: Lansing is a capital city and university town in the middle of Michigan
Point of Difference: whose central location has made it Michigan’s center of creativity
Benefits: so you feel challenged, stimulated and involved.
To express this strategy creatively, the team developed a campaign taking advantage and ownership of a symbol universally known to represent the region – a mitt or hand. The initial roll-out focused on residents and showed citizens and well-known locals including politicians, business owners, etc. involved in various activities while pointing to the center of their hand.
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 Lansing. All were designed to help them wear their brand like a second skin.
- Launch the brand internally - Create a local ad campaign featuring residents, community leaders and famous folk from Lansing that promotes community pride. Residents submit photos of themselves with their hands up, palms out and provide reasons why they love Lansing. The CVB provides “fish-eye” photography of community leaders, famous former residents (Magic Johnson, Rosie the Riveter) and residents with their palms up stating why they love Lansing. Use these pictures in a local ad campaign. Business owners’ pictures can be reproduced on posters for placement in the business establishments.
- Start a public service campaign - Begin a “Did You Know?” public service campaign. Create a series of 10-second spots that focus on the culture and creativity of Greater Lansing. The CVB would provide the material and partner with local television stations to air the spots during news promos and broadcasts.
- Make visitors part of the campaign - Create a way for visitors to be a part of the creative campaign. Establish photo booths within Greater Lansing where visitors can have their picture taken next to a Lansing landmark with their palms up. Booth creates a post card for the visitor to send to friends.
