Tourism, T.J. style

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Tourism, T.J. style

What does every center of the universe need? A cool logo, of course. Recognizing the higher profile of our fair city on the world stage, the Charlottesville Albemarle Convention and Visitors Bureau (CACVB) (www.charlottesvilletourism.org) hired hospitality market research firm North Star Destination Strategies and Gotham Graphix of Charlottesville to spend 22 months coming up with a new marketing campaign. According to CACVB’s press release, after almost two years of “focus groups” and research on visitor demographic and “psycho graphic” data (huh?), they revealed that little curve (simulating the Rotunda) and triangle-thingy (simulating a mountain peak) crowning the words “Charlottesville, Virginia.” The CACVB also decided to scrap “So Very Virginia” in favor of the new marketing mantra: “Pursue Charlottesville.” The word “pursue” is intended to reference local poster boy, T.J., and his most famous declaration. In the December 14 announcement, CACVB Director Mark Shore said that the brand is about selling the area to tourists and improving the bottom line. In other words, if money buys happiness, then yes, Charlottesville may be your seventh heaven.

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