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The Charlottesville Albemarle Convention & Visitors Bureau Launches a New Brand

Two Hundred Area Leaders Attend Brand Reveal Event at The Paramount TheaterCACVB

The Charlottesville Albemarle Convention & Visitors Bureau (CACVB) proudly revealed its new brand identity at a launch celebration today.  More than two hundred guests took part in the launch, which was hosted at The Paramount Theater.

In addition to a new logo, which now includes Albemarle County, the CACVB also boasts a new tagline: “Where Tradition Is Always New”.  This tagline refers to the multitude of historic landmarks and attractions in our area, juxtaposed to the unique and authentic experiences that one can have while visiting our area.

The CACVB also presented brand new video content, which will be used to promote Charlottesville and Albemarle County to potential visitors.  The music accompanying the gorgeous images is an invitation to – Stay – and spend more time discovering the area.  A myriad of short videos on various themes (such the outdoors, romance, food and wine) will be key to further entice potential visitors to choose our region for their next vacation, business meeting or wedding.

The main vehicle for the new CACVB brand is its website, redesigned to boast the new dark gray and yellow color scheme, and giving more space to gorgeous imagery yet still featuring the same functionalities that have yielded consistently increasing visitation.  The CACVB’s web site developer and partner of many years simpleview, Inc., lead the website and mobile site redesigns.  The CACVB website generates an average of 50,000 visitors per month.

Today’s brand launch is the culmination of a year-long process, which was led by the seasoned local marketing firm Payne, Ross & Associates (PRA).  It began with thousands of local constituents contributing to PRA’s research by way of surveys, focus groups and meetings.

“It had become clear to the CACVB that a new brand identity was needed to better market our area from a tourism standpoint,” says Kurt Burkhart, Executive Director for the CACVB. “We very much needed a refreshed identity, which would convey a renewed sense of energy and provide a better vehicle to communicate all the wonderful tourism assets that Charlottesville and Albemarle County now offer.  Susan Payne, Principle of PRA and her team works closely with the CACVB to help create a new identity that not only our entire team is excited to use, but one that is also embraced by the leaders in our community and this, to us, was of the highest importance,” he added.

It is the hope of the CACVB that local businesses will use its new brand alongside their own to form strong brand alliances, which will further enhance the promotion of Charlottesville and Albemarle County.  As demonstrated during the brand launch, with co-branding examples, the new CACVB logo can easily be juxtaposed to any organization’s brand on promotional materials, as it was demonstrated during the launch event.  To that effect, guests attending the brand launch were provided with a USB drive containing the new brand style guide and logo files.

“We appreciate the enthusiastic support of our first wave of brand partners in embracing our new destination identity, and we look forward to welcoming other businesses as partners in extending the exciting new brand across all sectors of the community,” said CACVB Board Chair Lee Catlin.  “The CACVB Board joins with staff in reaching out to the hospitality community to launch this refreshed and revitalized image  that highlights the energetic and authentic appeal of Charlottesville and Albemarle County.”

The new logo, imagery and videos will be rolled out gradually, as the CACVB’s marketing plan is executed on an on-going basis.


About the CACVB
In addition to serving as the global resource for marketing the tourism assets of Charlottesville and Albemarle County, Virginia, through, the CVB assists tour operators, meeting planners, reunions and other groups in planning visits to the destination.  CACVB’s mission is “to enhance the economic prosperity of City and County by promoting, selling and marketing the City of Charlottesville and County of Albemarle, as a destination, in pursuit of the meetings and tourism markets.”  CACVB operates the Downtown Visitor Center (610 E Main St) which is open daily from 9 a.m. to 5 p.m., and a satellite Visitor Center in the Albemarle County Office Building (401 McIntire Rd) which is open Monday through Friday from 9 a.m. to 5 p.m., as well as a touch-screen kiosk at Monticello’s Thomas Jefferson Visitor Center.

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