ANN ARBOR, MI (January 31, 2018) – The Ann Arbor Area Convention and Visitors Bureau announced today at its Annual Meeting a new name for the organization and new brand identity.

The Ann Arbor Area Convention and Visitors Bureau is now called Destination Ann Arbor, a change that CEO Mary Kerr says will reposition and elevate Washtenaw County as a destination for visitors, students, business owners, and the public.

“Our new brand and organizational name communicates to visitors, future students, future residents, and others that Ann Arbor is a progressive, vibrant, bold destination. We wish to welcome visitors, entrepreneurs, students, and others and encourage them to make the Ann Arbor area their destination of choice,” said Kerr.

Destination Ann Arbor worked with globally-renowned tourism marketing agency MMGY Global on this initiative, and the new brand identity is a culmination of industry data and local research conducted by the firm. MMGY’s methodology for this initiative included:

  • Focus groups in Chicago and Cleveland with past visitors and potential visitors
  • Over 70 interviews with Washtenaw County stakeholders including local entrepreneurs, elected officials, community leaders, and others
  • A survey, open to the public, promoted in a press release by the Ann Arbor Area CVB and MLive Media Group (which resulted in over 100 completed submissions from local residents and potential visitors)
  • Many visits to attractions and communities throughout Washtenaw County

 

"MMGY has worked with top destinations around the world to create strong brands grounded in extensive research and analysis," said Chris Davidson, EVP of Global Strategy at MMGY Global. "Our collaboration with Destination Ann Arbor was no different. By engaging people from all across Washtenaw County and considering the input of those who have visited here in the past, we were able to arrive at a distinctive brand personality for the Ann Arbor area that will help govern decision-making for this community for years to come."

Destination Ann Arbor’s new logo is part of a full creative promotional campaign that will debut during the summer of 2018. This year, the organization will undertake the process of transitioning all marketing and operational materials to reflect the new brand. Destination Ann Arbor’s other brand, Ypsi Real, will remain a part of the organization’s branding strategy. Used in marketing and communications efforts including the ypsireal.com website and multiple social media platforms, Ypsi Real will continue to represent many local Ypsilanti events and initiatives.

Destination Ann Arbor seeks to enhance the economy of Washtenaw County through promotion of the area as a destination for visitors. In 2016, Washtenaw County welcomed over 3.7 million tourists, generating $1.1 billion in economic impact and supporting approximately 9,000 full time jobs.

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Destination Ann Arbor is a 501 (c)6 not-for-profit organization whose mission is to enhance the economy of the Ann Arbor and Ypsilanti areas, and the county of Washtenaw in general, through promotion of the area as a destination for overnight and day visitors. Follow us on social media for more information about attractions and events in the Ann Arbor and Ypsilanti areas.

MMGY Global is the largest integrated travel marketing organization in the world. With more than 35 years of experience in the travel, hospitality and entertainment industries, the award-winning agency provides expertise in all marketing channels, serving the world’s premier travel and tourism brands. MMGY Global maintains the industry's most complete database of U.S. resident travel information and, for 27 consecutive years, has published the Portrait of American Travelers®, the most comprehensive survey of the travel habits, preferences and intentions of Americans. Today, the organization represents six offices across the globe and four agency brands including MMGY, DK Shifflet, Myriad International Marketing and NJF. Visit www.mmgyglobal.com for more information.

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