Visit Sarasota County launches new brand

Contact: Lynn Hobeck Bates/941-955-0991 Ext. 103

E-mail: [email protected]

SARASOTA, FL. (January 17, 2017) — Visit Sarasota County (VSC) unveiled a new brand identity for the destination on January 18 at Michael’s on the Bay at Marie Selby Botanical Gardens. The new brand elements include a new logo, creative images and videos that convey the feeling that Sarasota County is a place where visitors can feel “at-ease.” The new brand constructs were formulated after a year of extensive research with past visitors and potential visitors in key consumer markets as well as with local stakeholders.

 “VSC wanted to build on the success of previous branding campaigns. Since the launch of our previous rebrand in 2010, Sarasota has expanded into new markets such as Washington-Baltimore, added new venues, hotels and attractions such as Nathan Benderson Park and Aloft, to name a few to our offerings, says Virginia Haley, President of Visit Sarasota County. “These new additions and the passage of time presented an opportunity for VSC to take a closer look at how Sarasota County was portrayed and perceived in the marketplace.”

Once the data was collected and analyzed, it was found that Sarasota is a place where visitors feel “at ease.” This small differentiation point became the central tenant of the new brand positioning. The final product expresses the “at ease” emotion through soft and colorful imagery that communicates relaxing, peaceful moments throughout Sarasota County. The words used in the messaging reinforce the emotion as well.

A new logo identity for VSC was also created. VSC created multiple variations of the logo after the research revealed that a one-size fits all logo did not work well for our varied audiences. For instance, the “Florida’s Gulf Coast” tagline will be used internationally whereas the “Beaches and Beyond” logo will be used, in most cases, domestically. It was also imperative that VSC’s new logo included Sarasota’s municipalities and keys. The logo design includes a new blue and green color palate representing the vast water attractions and natural settings within Sarasota County. The end result is a logo that is fresh, colorful and appealing to potential visitors.

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Visit Sarasota County leads and supports the tourism industry in Sarasota County by providing the highest quality, and most innovative, marketing programs and promotions to ensure the continued growth of tourism and travel from visitors around the world. It is the mission of VSC to make Sarasota County the must experience destination on Florida’s Gulf Coast.