New Brand for Tucson

Rebranding to take place in June for Tucson and southern Arizona By: Kelly Rosenfeld
Tucson will announcing its new branding in June. // © Metropolitan Tucson Convention & Visitors Bureau
Tucson will announcing its new branding in June. // © Metropolitan Tucson Convention & Visitors Bureau

The Details

Metropolitan Tucson Convention & Visitors Bureau
www.visittucson.org

The Metropolitan Tucson Convention & Visitors Bureau (MTCVB) has been working to rebrand Tucson and southern Arizona as a prime visitor destination and to enhance the region’s presence in the global tourism industry.

MMGY Global was chosen to lead the creation of a comprehensive brand positioning strategy for the destination, distinguishing Tucson from its competitors and connecting with its target consumer market.

“The findings from both the in-market and out-of-market research that MMGY has presented to our partners and community leaders are critical to us in creating a brand foundation and position statement for the region that is believable among our stakeholders,” said Allison Cooper, MTCVB vice president of marketing. “That is, the brand’s promise, essence, values and voice can be clearly articulated and delivered in the visitor experience — and owned by all of us as a destination.”

Consumer research will be implemented in the creation of new advertising, positioning and messaging for the bureau’s marketing, promotion and sales programs. The rebranding process is scheduled for completion in June, at which time the MTCVB will announce an official name change to Visit Tucson, as well as debut new marketing materials including a new logo.

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