by Cheryl-Anne Sturken | June 22, 2018
The Memphis Convention & Visitors Bureau has rebranded and is now known as Memphis Tourism, the official destination marketing organization representing the tourism and hospitality industry for the Tennessee city and Shelby County. The rebranding, which includes a new logo, follows months of data-driven research, stakeholder interviews and audience testing by destination analysts, who surveyed more than 800 potential visitors to the city. That collective data led to the name change, along with a refresh of the organization's music-inspired logo and tagline, "Home of Blues, Soul & Rock 'n' Roll." The DMO launched its new brand this week at the city's annual MEMTalks, a gathering of tourism industry leaders, which took place at the New Daisy on Beale Street.
"There isn't a better place in the world to debut our new name, logo and tagline than right here on world famous Beale Street," said Kevin Kane, president and CEO of the renamed organization. "Authenticity is at the heart of everything we do. Staying true to who we are as a city and destination will aid us in fostering continued growth for the Memphis economy. The development of this new identity builds value for Memphis as an iconic destination, in addition to raising the profile of our tourism and hospitality industry on the local level, showcasing the value it has as an economic development engine and job creator for our community."
The new Memphis logo and tagline will be featured in multiplatform consumer and trade-marketing campaigns that will work to attract an increasing number of leisure and conference visitors to the area. In 2017, Memphis welcomed 11.7 million visitors, nearly half a million more than in 2016. According to the CVB, the local tourism industry generates $3.3 billion in direct visitor spending and more than $260 million annually in state and local taxes.
"The most important part of the process in developing a new identity for our organization, one that also works to effectively draw visitors to our destination, was to listen to the people around us," said Regena Bearden, chief marketing officer of Memphis Tourism. "This was a strategic approach driven by research that conveys to the visitor what our brand promise is as a music capital that celebrates three genres of music and the impact our music makers have had on our destination."