Key Challenge
No Pilgrims. The Pioneer Valley had a wonderful tourism product and a brand name that didn’t communicate. “Pioneer” carried people on covered wagons to the wild west – not to Western Massachusetts.
Critical Insight
The home of basketball, volleyball, notable artist such as Dr. Seuss and Emily Dickenson, and the site of many historic firsts exist along with a rich and diverse culture. The talent within the three-county region connects to a more relevant definition of Pioneer; one that is an innovator in any field.
Brand Strategy
Connect the assets of the Pioneer Valley to the concept of innovation.
Initial Concepts:
Evolution of the Idea:
