February 19, 2009
Ken Vandruff, Go Wichita
CVB Rebrands as Go Wichita, Launches New Direction
Search for Wichita Skeptics Promotion Kicks off Campaign
Wichita, Kan. - Go Wichita, formerly known as the Greater Wichita Convention and Visitors Bureau, today announced a new logo and branding campaign as part of the group's continued promotion of the Wichita area to leisure travelers and meeting planners.
"Go Wichita speaks to the liveliness of the city and captures a positive, action-oriented feeling," said John Rolfe, president and CEO of Go Wichita. "The new mark puts Wichita on the map - literally. We use the icon of the pushpin to demonstrate that the city is one worth exploring and visiting."
Research conducted by Go Wichita showed that the city has to convince potential visitors first that it indeed is a desirable travel destination. The campaign creative was based on research insights into the current perceptions of leisure travelers and meeting planners.
Go Wichita's branding campaign carries the theme, "The city you've been searching for," and features an Internet search bar as the dominant visual element. The campaign uses the familiarity of search engines commonly used by travelers who are researching trip options.
Print ads will tout: "Go Wichita, and you'll discover a unique mix of attractions and amenities - at Midwestern prices," says Rolfe.
"The search bar concept is meant to intrigue potential visitors to consider Wichita," said Rolfe. "Rather than show visitors what we think they want to see, we want to inspire them to search for what they're interested in. We're confident that they will find what they're looking for in Wichita."
To kick off the campaign, Go Wichita will hold a promotion called the Search for Wichita Skeptics. Wichitans can nominate their out-of-town friends or relatives who have never given Wichita a fair shake. The winners will be invited to visit Wichita, all expenses paid, to experience the city firsthand.
"Once visitors experience what Wichita has to offer, even the most skeptical people realize they've underestimated the city," said Rolfe. "By sharing the experiences of these ‘Wichita converts,' we prove that the city truly is a destination worth visiting."
The campaign will utilize billboards, print ads, direct mail, social media networks and interactive media targeted to leisure travelers living within driving distance as well as meeting planners located throughout the nation.
The Go Wichita brand identity and the city's new branding campaign, developed by Sullivan Higdon & Sink, replaces the previous campaign, which was launched in 2004. The transition to the new brand and messaging will take place this spring.
The current Web site will also be transitioned to reflect the new campaign and will be located at http://www.visitwichita.com/. By visiting the site now, Wichitans can sign up to learn more about the Skeptics promotion.