The Muskegon Lakeshore Chamber of Commerce is embarking upon an image campaign, leveraging both its pristine Great Lakes lakeshore and its gritty, industrial underbelly. Called “Make an Impression,” the 14-point plan embraces a tourism trend that celebrates the working parts of a community as much as its recreational and cultural assets.
“Tourism is not incompatible with industry anymore,” Chamber Board Chairman Larry Hines told mLive. “For a while, I think it was. That was the image of Muskegon for a long time. You have to point the finger at the community. We haven’t done a well enough job at showcasing what’s here.”
The campaign is part of a multi-year effort to strengthen the local economy through development and attracting new business. “Make an Impression” focuses more directly on marketing initiatives to positively impact perceptions and experiences of residents and visitors. Examples include beautification projects, signage, customer service training and advertising.
Choose Chicago Image Campaign sells Windy City
Image campaigns can been effective at driving tourism. Consider Choose Chicago, a recent advertising campaign promoting leisure travel. The eight-week broadcast and digital campaign targeted prospects in Detroit, Grand Rapids, Indianapolis, Milwaukee and St. Louis. According to Strategic Marketing & Research, Inc., the $725,000 campaign sparked more than $208 million in new spending.
Not to be overshadowed by its Lake Michigan neighbor, the state of Michigan has pumped millions into a multi-year image campaign, Pure Michigan. The economic impact of the most recent year measured is north of $1 billion.
Muskegon Lakeshore Chamber of Commerce officials looked locally to their peers in Grand Rapids and Holland for best practices, and other communities around the state and region. Their research suggested the chamber focus first on winning over local residents before advertising outside of the community. Smart call, because residents tend to be harder on their communities than visitors.
America’s Great Comeback City
When the city of Detroit sought to revamp its image in the 1990s, study after study found Detroiters among the city’s harshest critics. So as the city embarks upon a new campaign—“America’s Great Comeback City”—it’s on the foundation of a $300 million new convention center, $500 million in riverfront improvements and a $640 million sports arena.
What’s more, like Muskegon, Detroiters have begun to embrace the industrial legacy that attracts visitors from around the globe.
This is branding from the inside out. It’s honest, real and proud. And that’s why it’s destined to succeed.
