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Pioneer Valley, Massachusetts
Tourism Branding Study

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

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”!)

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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 the Susquehanna River Valley. All were designed to help them wear their brands like a second skin.

  • Plan your entertainment. In addition to the activities that will take place at each specific reunion, the region should plan a larger umbrella of events designed to showcase innovations in the Pioneer Valley. For example:

    • The Basketball Hall of Fame could invite its inductees back home.
    • Invite Dr. Seuss' relatives to present a special commemorative sculpture
    • A series of events ( museum exhibits, shows, authors, speakers) could be planned
    • A slate of speakers could be commissioned to develop oral history programs covering the Pioneer Valley's legacy of innovation
    • Host one premier city-sponsored event

  • Publish local works. Work to publish the art and poetry of the Pioneer Valley. Coordinate with Northampton and area colleges to publish books featuring writers from the Pioneer Valley.

 

 

Copyright 2005 North Star Destination Strategies