Syracuse hopes to build on the recent increase in tourism with a new brand and slogan: “Syracuse. Do Your Thing.”

The brand will be launched later this month, and will target people living within four or five hours of the city.

Once the brand is launched, the Syracuse Convention and Visitors Bureau will use a $370,000 grant it received from Empire State Development to promote the brand in Canada, said David Holder, president of the bureau. This grant must be used for an area of outreach to attract visitors. The development of the brand will also cost around $43,000, which is funded through the bureau’s operational budget, he added.

The number of tourists this year is already ahead of 2013 by 2 percent, Holder said. He added that tourism has been steadily increasing, with 2013 being the biggest year for visitors so far. Marketing to attract tourists from Canada created 36,000 new trips without the new brand last year, and Holder added that he hopes the release of the brand will generate even more trips.

“Our brand is not built around a product, it’s built around consumers. That’s what separates us from other cities,” he said.

The “Do Your Thing” concept embodies the consumers’ points of view because their input was collected during research for the branding. Because of this research the brand will resonate with consumers more, Holder said.

From a destination standpoint, Syracuse has never had a brand, Holder said. So the bureau decided the time was right and began analyzing possible brands in 2013, he said.

“This destination needs a definitive brand that captures the whole idea of Syracuse,” he said. “We’ve reached out to people and asked them what really stood out in the area. They told us over and over again that no matter what their interest is, they feel very inclined to do it their way.”

Carol Eaton, vice president of marketing for the Syracuse Convention and Visitors Bureau, said the new brand is designed to encompass a regional experience. The slogan takes on the idea that Syracuse is in the middle of a plethora of world-class experiences, she said.

“What we’re trying to do is present a brand to central New York from which you can choose your own experience based on a wide variety of options,” Eaton said.

Eaton also mentioned that the biggest challenge in the rebranding project has been choosing a main focus in Syracuse. Between Syracuse University’s sports, Destiny USA and the numerous art attractions in the area, the bureau had to find a way to incorporate all of it.

The brand will be implemented in street pole banners, on television, social media and throughout the Syracuse community, Eaton said. A tool kit will be prepared for local hotels and small businesses to spread the message as well.

“We’ve seen success in other communities, it can be any industry that spreads the word,” she said. “The goal is for people to enter our community and feel welcomed through a consistent message.”

Published on October 1, 2014 at 12:01 am