The city’s destination sales and marketing arm hires new creative partner to revamp its brand identity and boost local, national and international visitation
Thursday, June 6, 2019 - 2:30pm
(Baltimore, MD – June 6, 2019) – Visit Baltimore, the official destination sales and marketing arm for the nation’s largest independent city, is pleased to announce new and renewed agency partnerships to help the destination drive economic impact through increased leisure visitation and a robust group meetings business. The organization welcomes the Bellweather Agency as lead creative strategy partner, enhancing Visit Baltimore’s continuing relationships with Baltimore-based ad agency TBC and destination marketing expert Miles Partnership.
“We are eager to re-envision the Visit Baltimore brand, and to revolutionize our organization’s approach to integrated marketing,” said Sarah Schaffer, Chief Marketing Officer at Visit Baltimore. “Bellweather’s stakeholder-centric approach to brand redevelopment will help us create truly prismatic messages and visuals that can and will resonate with our local community but also strike a chord with national and international travelers,” added Schaffer. “As we re-engage with our partners at TBC and Miles, we look forward to telling a cohesive and powerful story that celebrates the people and places that make Baltimore a distinctive and unforgettable destination.”
Bellweather Agency, an award-winning creative and marketing agency with offices in New York City, Philadelphia and San Diego, will serve as Visit Baltimore’s lead agency for all creative ideation, brand strategy and campaigns. A woman-and minority-owned business, Bellweather’s clients include world-class destinations such as NYC & Company and the Breckenridge Tourism Office. The agency’s portfolio of work stood out to the Visit Baltimore staff and board of directors for its strategic approach, which combines data-informed insights and rigorous community input.
“Our creative process begins with extensive research and listening. We know the best ideas come from collaboration—so we seek out input from stakeholders and residents every step of the way,” said Emily Lessard, Chief Strategy Officer of Bellweather Agency. “We can’t wait to work with Visit Baltimore and the community on this meaningful project.”
“Visit Baltimore’s rebranding efforts aren’t just intended for out-of-town visitors,” said Al Hutchinson, President and CEO of Visit Baltimore. “This work will allow us to reintroduce our city to local residents and encourage civic pride. We want our five-county day trippers and those who work in the city to become our strongest ambassadors and feel great about being a part of Baltimore’s bright future.”
Visit Baltimore will continue its longstanding partnership with TBC, a fully integrated, full-service advertising agency with headquarters in Baltimore’s Fell’s Point neighborhood and more than 40 years of experience in the travel and tourism category. The agency will harness its deep knowledge of the organization as well as the destination to lead Visit Baltimore’s media strategy and media buying efforts.
“TBC is thrilled to continue its partnership with Visit Baltimore in leveraging both our traditional and progressive media expertise,” said Howe Burch, Agency Co-President. “We look forward to utilizing our research-driven media approach and proven buying power to help the organization further elevate Baltimore’s profile, and deliver its new brand story to prospective visitors.”
Visit Baltimore will also continue its six-year relationship with the Miles Partnership. A strategic marketing company focusing exclusively on the destination marketing space, Miles will spearhead a full website redesign for the destination, to be unveiled alongside the rebranding efforts in Spring 2020. Miles works with more than 90 destinations and hospitality businesses to create forward-thinking print and digital content marketing solutions; the firm has headquarters in Florida and Colorado.
“In collaboration with the Visit Baltimore team we’re excited to redevelop Baltimore.org into a future-focused storytelling platform that elevates the city’s new brand and increases visitation,” said David Burgess, President & CEO of Miles Partnership.
The new agencies will begin their work with Visit Baltimore effective July 1, 2019. To stay up-to-date with the latest Visit Baltimore campaigns and initiatives, please visit Baltimore.org and follow Visit Baltimore on Facebook, Instagram and LinkedIn.
About Visit Baltimore
Visit Baltimore is the official sales and marketing organization for Baltimore that generates economic benefits for stakeholders through the attraction of convention, group and leisure visitors. For more information, please visit Baltimore.org.