The Greater Minneapolis Convention & Visitors Association (GMCVA) changed its name into: Meet Minneapolis(TM), Official Convention + Visitors Association. With this name, we strive to create an exciting, differentiating…
The Greater Minneapolis Convention & Visitors Association (GMCVA) changed its name into: Meet Minneapolis(TM), Official Convention + Visitors Association. With this name, we strive to create an exciting, differentiating position for the organization that clearly communicates who we are and what we want our customers to do – meet Minneapolis, said Greg Ortale, president and CEO of Meet Minneapolis.
The renaming and repositioning was grounded in extensive destination, meeting and tourism-related research over the last several years. Research found the previous name – Greater Minneapolis Convention & Visitors Association – didn`t capture the fact that the association is a sales and marketing organization or communicate what it does for the general consumer.
One interviewee summed it up best when saying, It sounds bureaucratic – like it`s an extension of the city government. The name was only relevant to meeting planners, a group of clients that was already familiar with the association and indicated they would use its services regardless of its name. It was also a mouthful, said Karyn Gruenberg, vice president of marketing for Meet Minneapolis. We had the longest name in the industry at 19 syllables. And very few people understood our acronym – GMCVA.
Representative of the Market`s Personality
The name was designed to be an extension of the city`s soon-to-be launched re-branding initiative. When building the GMCVA`s new brand, we leveraged the attributes of Minneapolis to guide the name and position of the organization, said Joe Cecere, creative director at Little & Company, the Minneapolis-based agency contracted for the project. Research showed us that the name should be 80 percent Minneapolis and 20 percent GMCVA.
Reflecting the personality of the market helps distinguish Meet Minneapolis from other organizations of its kind across the country. However, while we wanted the name to be inspirational, we didn`t want to try to be something we`re not, said Ortale. The name is simple, smart and to the point. That`s Minneapolis.
Groundwork for the new name is based on the following principles:
Part of the organization`s purpose is to welcome and greet people. Research revealed that once people know Minneapolis, they love the city, said Gruenberg. But they need to meet us first. The name `Meet Minneapolis` communicates that purpose. Since there are wide misperceptions about the city, particularly that there is nothing to do here, we must invite people to meet us and find out all we have tooffer, she continued.
The name is also a call to action. It asks visitors and meeting attendees to participate and have a relationship with the organization and the city. It also suggests the information resources these groups desire.
It exudes the friendliness of the market. It`s welcoming and works like a greeting one uses with friends. The name uses everyday language consistent with the personality of the city`s people – friendly and approachable.
The word meet has multiple meanings and applications. To meet can be defined as a point where two or more things come together; where ideas merge, people connect and experiences combine. Meet Minneapolis communicates that part of the organization`s core business is about booking meetings and conventions.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
