“HOME OF BLUES, SOUL & ROCK ‘N’ ROLL” REVEALED AS NEW TAGLINE FOR DESTINATION ROOTED IN CITY’S MUSIC LEGACY
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 Memphis and Shelby County. Data driven research, stakeholder interviews and audience testing drove the effort that led to the name change, along with a refresh of the organization’s music inspired logo and tagline. The Memphis Tourism brand focuses on music at its core, and the strong connection it makes with visitors from all over the world.
The launch of the new identity coincided with the annual MEMTalks meeting of tourism industry leaders that took place at The New Daisy Theater located along the city’s famed Beale Street blues alley.
“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 & CEO of the
newly renamed Memphis Tourism. “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.”
Guided by feedback and intensive audience research that included a competitive set
analysis, the goal of the logo redesign was to embrace the brand equity of the
previous logo introduced in 1995. The refresh features a bold and whimsical script
font with a guitar sweeping across the entirety of the Memphis text. Long known as
the “Home of the Blues, Birthplace of Rock ‘n’ Roll,” the new tagline for the
destination embraces soul music that came out of STAX and Royal recording studios.
“Home of Blues, Soul & Rock ‘n’ Roll” widens the appeal and awareness for the
distinctive Memphis sound that continues to be the number one travel motivator for
visitors to the city.
“The most important part of the process in developing a new identity for our
organization, 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.”
The new Memphis logo and “Home of Blues, Soul & Rock ‘n’ Roll” tagline will be
featured in multi-platform consumer and trade marketing campaigns that will work to
attract an increasing number of leisure and meetings & convention visitors to the
area. In 2017, Memphis welcomed 11.7 million visitors, nearly a half million increase
from the previous year. The local tourism industry generates $3.3 billion in direct
visitor spending and over $260 million annually in state and local taxes.
For more information on the new Memphis Tourism identity and to view a video that
explains the data driven decision process, visit: memphistravel.com/brand-toolkit.
Digital assets for media can be downloaded at this link to the Memphis Tourism digital