Every brand evolves over time and a city is no different. “Oklahoma City has changed so much in the last few years,” says Tabbi Burwell, Communications Manager for the city’s Convention & Visitor’s Bureau. “It was time to update our branding to reflect who we are today.”
Working with Ackerman McQueen, the OKC CVB spent months developing a new, creative image to reflect how Oklahoma City has become a premier travel destination for both business and leisure. “After seeing the research, we realized people love OKC after they come and experience how much there is to see and do here,” Tabbi said. From this, a tagline was born… “OKC-ing is Believing”.
There is so much to see in Oklahoma City. From the Devon Tower that erupts from the center of downtown to the unique districts emerging across town, the city has become a visual cornucopia. One of the most iconic structures is the new Skydance Bridge that crosses I-40, near the heart of the city. A tribute to the state bird, the Scissortail Flycatcher, the sculpture resembles the letter “K”, making it the perfect focal point for the new logo.
Before introducing the revitalized brand to the public, the OKC CVB marketing team wanted to give their industry the first look… and they wanted to do it in style, starting with the invitation to a launch party at Vast (one of OKC’s premier restaurants located on the 50th floor of the Devon Tower with a commanding view of the city).
“We turned to ROBYN and asked ‘What can we do that’s really cool?’" said Tabbi. Playing on the #SeeOKC component of the campaign, the SwagExperts developed an invitation that featured the Oklahoma City skyline printed on the lenses of sunglasses with the new hashtag imprinted on one arm of the shades. The sunglasses were sent in clear mailing tubes with an invitation designed in-house by the OKC CVB.
“We started seeing pictures on Instagram and Twitter immediately,” said Tabbi. “We had been using the hashtag #VisitOKC, but no one else was. The new #SeeOKC has already taken off and it fits all the different things we’re doing much better.”
The launch party was a tremendous success. Over 150 professionals from local businesses and media celebrated a city on the rise and the new look of the OKC CVB. “The hashtag blew up on social media the night of the event!” Tabbi said. “People were raving about the new logo and the cool swag.”
“We want to stay engaged with our local audience. When they invite friends and family to visit, it reinforces our message that OKC is a destination location,” said Tabbi. “We have a great quality of life here.”
The “OKC-ing is Believing” campaign has been successful nationally as well with write-ups in several travel and meeting planner magazines, newspapers and travel websites. For Oklahoma City, the future's so bright, they gotta' wear shades!
Posted on Tue, September 23, 2014
by Brian Blake