Burlington Region Branding Project

BBA and the Lake Champlain Regional Chamber of Commerce (LCRCC) have been collaborating for the last two years on the Burlington Region Branding Project in response to the needs of many of our members for a more unified approach to marketing the Burlington Region.  The results of the project are now available in the form of a "Tool Kit" posted on the LCRCC website.  Included are the new Burlington, Vermont logo and a renewed slogan: The West Coast of New England.  We encourage all our members to utilize the tools on the website, which include copy points, photo 'dos & don'ts', access to the logo and slogan in their trademarked forms (free of charge to BBA and Chamber members), an updated list of Burlington Region accolades, results of the branding research, and much more.

Click Here for direct access to the Burlington Branding Tool Kit: 

The launching of the Tool Kit was announced at a Press Conference at the LCRCC on Wednesday, September 12, 2007.  Below is the Press Release from that day.

LAKE CHAMPLAIN REGIONAL CHAMBER OF COMMERCE 60 Main St., Suite 100 Burlington, VT 05401 (802) 863 3489 www.vermont.org   NEWS RELEASE DATE:  September 12, 2007 FOR IMMEDIATE RELEASE CONTACT:   Jim Tabor   (802) 496-4990   jim@gillentabor.com  CHAMBER LAUNCHES BRANDING TOOL KIT  Burlington, VT—At a press conference today, Lake Champlain Regional Chamber of Commerce Vice President Tim Shea announced that the Chamber has launched the Burlington Branding Tool Kit on their website (www.vermont.org).  The Tool Kit is the result of a year-long, place-branding study which was a cooperative effort involving the Chamber, the Burlington Business Association as well as the private and public sectors. Members of the Lake Champlain Regional Chamber of Commerce and/or the Burlington Business Association can now easily access and utilize the Burlington Branding Tool Kit elements on this website.   The Burlington Branding Tool Kit includes a new logo, slogan, the research study and recommendations, and other useful materials to assist businesses with their marketing efforts.  Likewise, the Chamber will utilize the Tool Kit elements in its marketing efforts to promote the region, including the slogan: “The West Coast of New England.”  “It gives us great pleasure to deliver the Tool Kit and its components, which go far beyond being a simple compilation of information,” Shea noted. “One of the challenges in marketing the Burlington region is that, with so much to do and see, what do you market?  The branding study identifies key aspects and provides us with the tools to tell our story more effectively.”   “Place branding” has become increasingly important to destinations like Burlington and the Lake Champlain Region. Area businesses benefit from leisure and business travelers as well as meetings and conferences, all of which have a multitude of destinations to choose from. In addition, Burlington competes with other cities and regions at a national level for business expansion and relocation.  Shea commented on the effort to identify a slogan that was consistent with the brand.    With the help of media outlets, a request for suggested slogans was publicized locally.  After receiving hundreds of suggestions, the committee narrowed the list down and contracted with a local copywriter to assist with the project.  “We kept coming back to ‘The West Coast of New England.’ It just perfectly meets all the criteria of a great regional slogan,” said Shea.  “At the end of the day, one of the primary roles of the Chamber and BBA is to provide our members with the tools and resources to help them succeed,” noted Shea. “The Burlington Branding Tool Kit does just that.” -end-

 

Updated September 12, 2007