March 11, 2013 (MESA, Ariz.) - Visit Mesa, the leading destination marketing organization for Mesa, Arizona, has selected Mindset, Inc. to lead branding efforts as part of an initiative to elevate awareness of - and appeal for - Arizona's third-largest city. The selection process was managed by an invited group of prominent Mesa hoteliers, business owners, city officials and professionals representing Mesa's core destination drivers including the golf industry, retail, attractions, arts and culture, aviation and regional partners from Apache Junction, Town of Gilbert and Town of Queen Creek.
"The branding effort we are undertaking is about repositioning Mesa in a way that accurately reflects everything our city now offers the visitor," said Visit Mesa President & CEO Marc Garcia. "We are monitoring the conversations out there and finding Mesa visitors are continually impressed by the limitless array of activities and distinct experiences they are discovering in our region. We need a brand and an executable campaign that reflects the genuineness of our destination."
Prior to the brand management selection process, Visit Mesa conducted an audit that solicited feedback from previous visitors as well as from the city's visitor industry stakeholders asking them to describe what Mesa is today. Feedback was consistently positive with the majority of respondents describing Mesa as relaxing, fun, warm, enjoyable and friendly. Stakeholders, in particular, remarked that the city of Mesa was in a state of transformation and that the economic growth of the city is directly tied to the growth of the visitor industry.
Responding to the brand audit, Mindset, Inc. presented an approach that center's on Visit Mesa's unlimited opportunities for destination activity and the appeal the city has to numerous consumer segments. Mindset, Inc.'s Creative Director Jeff Miraglia explained that opportunity lies in the ability to leverage Mesa's destination strengths through regional promotion. Miraglia's brand strategy will take into account the insights shared by Mesa's existing client base and the new Visit Mesa brand position and strategy will be tested in Mesa's target feeder cities including Southern California, Chicago, Denver, Seattle and Calgary, Alberta, Canada prior to launching this summer.
"We want to share the perceptions that are being developed organically by our customers and tell other potential travelers about the newest Arizona experience throughout this campaign," said Visit Mesa Brand Advisory Board Chairman John Bersch, general manager of Hyatt Place Phoenix/Mesa. "Our research shows us that Mesa is an in-demand hub in the Phoenix marketplace."
Visit Mesa has not formally updated their marketing campaign and brand strategy in more than five years. Since that time, city of Mesa officials have been increasingly progressive announcing numerous visitor-centric developments aimed to elevate the destination's attractiveness to business and leisure travelers in the future. Signature projects under construction include the Metro Light Rail expansion into the city's downtown core along Main Street; the addition of five liberal arts colleges offering classes throughout Mesa; new programming at Mesa Arts Center tailored to the visitor featuring arts and culture immersion; and the multi-million dollar Chicago Cubs stadium and surrounding development which will welcome the team in spring 2014.
Immediate efforts underway include the production of a destination video; development of a fresh marketing campaign featuring authentic Mesa experiences; the creation of a new Visit Mesa destination logo and tagline; as well as a full catalog of updated photography to reflect Visit Mesa's limitless imagery.
Mindset, Inc. recently relocated to Mesa, Arizona. Past clients include Greater Palm Springs Convention & Visitors Bureau and San Antonio Convention & Visitors Bureau, which earned the company national recognition for their all-encompassing brand approach adopted at every municipal level. Mindset, Inc. specializes in brand development and creative services for destinations. Since founding Mindset, Miraglia has completed work for corporate travel-related companies including Starwood Worldwide, Destination Hotels and Resorts and presently for Texas based, Valencia Hotel Group.
Michelle Streeter, Director of Communications, Visit Mesa
Direct: 480-682-3638 | Toll-free: 800-283-6372 x345 | E-mail: Michelle@VisitMesa.com
About Visit Mesa
Visit Mesa is responsible for marketing Mesa, Arizona as a leading vacation, small meeting and sports travel destination to regional and national target audiences, including travel agents and group tour operators, meeting planners, leisure visitors and media.