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Fearless Exploration: A New Brand Identity for Tacoma & Pierce County
Tacoma and Pierce County woke up this morning rebranded. Last night the Tacoma Regional Convention & Visitor Bureau revealed a whole new program to market the area to visitors.
Fearless Exploration. Those two words sum up the way the TRCVB has captured the spirit of our area, as described by visitors and locals responding to surveys. Key characteristics include: approachable, proud, relaxed, witty, and tough spirited. That last one got a lot of attention at Wednesday night’s brand launch.
Tough Spirited: A place for people unafraid to trek through the woods of Mount Rainier in the rain, fearless of breaking a sweat in the heat of the hot shop while blowing glass and resiliently tilling the soil that grows some of the world’s best rhubarb.
Photo credit: Heidi Vladyka/TRCVB
Tacoma/Pierce County standouts that you can expect to see featured in visitor’s guides and other publications include the iconic images you might expect: Mount Rainier, glass art, and collector vehicles. The new campaign will highlight other less iconic ways Tacoma and Pierce County differentiate themselves from other places: we’re not Seattle, we’re not D.C.; feelings of surprise and awe, safety and cleanliness; and the anticipation of transformation.
Partnerships with local businesses and organizations will highlight what is special about our area. The first such partnership was unmistakably Tacoma: the Harmon Brewery provided their new beer as a part of the brand launch - a hoppy, aromatic beer they’re calling Fearless Exploration Imperial Rye IPA. Even if you’re a long-time Tacoma resident, the new TravelTacoma.com is worth taking a look at - you might even learn something new.
All the work was done in house at the TRCVB and it looks good. The real work of implementing the vision and spreading the word begins now.
So, Tacoma and Pierce County, are you ready to be fearlessly explored, and maybe even transformed?
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