Visit Anaheim, previously known as the Anaheim/Orange County Visitor & Conventions Bureau, is debuting its new brand in New York during an interactive vacation simulation today.
After more than 20 years as AOCVCB, the destination marketing organization streamlined its name and introduced a new brand that aims to invoke the past, present and future of the destination, while encouraging travelers to do what the name suggests: Visit Anaheim.
New Yorkers will be able to experience Anaheim and Orange County through three large-scale and interactive 3D illustrations. California natives singer Brandy Norwood along with interior designers and TV personalities Nate Berkus and Jeremiah Brent, will also take part in the celebration at the Flatiron Building on Fifth Avenue.
The tourism company did both qualitative and quantitative research as well as focus groups to evaluate the perception of the brand, says Charles Harris, senior vice president marketing for Visit Anaheim.
New York was chosen for the brand reveal because besides capturing the attention of residents, there are visitors present from all over the world.
“We have a large leisure customer base in Australia and New Zealand, as well as in China, Canada, Mexico,” Harris tells Marketing Daily.
The 3D illustrations will be recreated in Anaheim on Thursday. A print and online effort will support the illustrations.
The brand has two distinct targets, both leisure travelers and business travel planners. After a $200 million expansion to the visitors center, which will be complete in 2017, the city is well positioned to attract conventions, Harris says.
“Our new look is bold, timeless and delights in the uniqueness of Anaheim,” says Jay Burress, president & CEO, Visit Anaheim. “It also perfectly encapsulates the next stage we are entering into as an organization.
“We are here to help inspire the imagination of every visitor that comes to our destination – whether they’re a sports fan, adrenaline junkie, beach lover, theme park enthusiast or foodie – and change the way they see the world,” said Burress
Designed by Kansas City-based MMGY Global, a travel marketing agency, the Visit Anaheim logo has multiple design elements that speak directly to Anaheim and Orange County’s past, present and future – the big “A” is reminiscent of a number of big A logos around the destination; the looped “h” is similar to an Anaheim logo created by a former Disney creative; the dot over the “i” is Disney’s dot; and the palm tree icon speaks to the City of Anaheim’s robust revitalization. The logo’s colors, blue and marigold, are warm and inviting, a tribute to Southern California’s endless ocean views, clear blue skies and warm sunny days.