New promotion planned for Wake

From Staff ReportsJuly 15, 2008 

— An image makeover is in the works for Wake County.

This morning, the Greater Raleigh Convention and Visitors Bureau will announce a new "brand" intended to promote Wake as "a premier leisure and meeting destination." The effort includes a new logo, Web site and ads to be used in a marketing campaign.

The event starts at 9 a.m. at the Progress Energy Center for the Performing Arts, 2 E. South St., Raleigh.

"With the more than $3 billion in development that is taking place in Wake County, we felt that is was important to create a new brand that will consistently communicate the area's most powerful assets to visitors, meeting planners and residents," Denny Edwards, president and CEO of the bureau, said in a statement. "One of our major objectives ... was to position greater Raleigh as the destination of choice for leisure and business in the Southeast."

The organization hired three private companies, including two based in Canada, to develop the new logo, design the Web site, create a "brand promise" and conduct research interviews.

The cost for the branding effort so far is $313,332, according to the bureau. The group receives $4.2 million in annual funding from Wake County's hotel occupancy tax and the local tax on prepared foods and beverages.

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