Case Study
Visit Springfield
BRAND STRATEGY
Travel + Tourism
Mobilizing stakeholders and community members to strengthen brand positioning.
THE CHALLENGE
The Springfield Convention and Visitors Bureau (CVB) sought to redefine their brand. By refining an authentic, motivating, and differentiated brand that resonates with locals and visitors alike, the Springfield CVB sought to raise its profile and inspire further destination development, thereby better competing for travelers in the future.
OUR STRATEGY
Heart+Mind engaged various audiences, including local Springfield community members, community leaders, past visitors, and travelers for a multi-phase project including in-depth interviews with Board members of the Springfield CVB, an online survey with Springfield locals, an Illumination Lab among staff members, stakeholders, and past visitors, and finally an online survey among U.S. travelers.
All of this was done to engage those who know Springfield best to understand current perceptions of the destination and its competitors, identify unique attributes that held true to Springfield’s core identity, and test possible messaging ideas with target audiences.
IMPACT
In November 2024 the Springfield CVB rebranded as Visit Springfield, with a new logo and new brand promise that is relevant, meaningful, and differentiated. Springfield’s new brand clearly aligns with the city’s goals of driving economic activity to the community by inviting others to visit the city of the Ozarks, showcasing all the area has to offer, and telling the stories of the region’s people and places that make Springfield naturally original.
