EMBRACING CHANGE TO DRIVE TOURISM FORWARD
Explore Mahoning (Formerly Youngstown Live), Mahoning County Convention & Visitors Bureau
Challenge: Rebranding to Overcome Rust Belt Stigma and Attract New Visitors
The Mahoning County Convention & Visitors Bureau recognized the need for a fresh approach to overcome outdated perceptions of the region and drive tourism to the Mahoning Valley. Once known as “Youngstown Live,” the Bureau sought a rebrand to better reflect the vibrant, forward-thinking culture of the area, and to position it as an exciting destination for travelers. The region, often associated with Rust Belt stigmas, required a bold transformation to change the narrative.
Solution: A Comprehensive Rebrand and Strategic Marketing Partnership
To achieve these goals, the Bureau partnered with McConnell Marketing to develop a new identity that would resonate with today’s travelers. The result was the “Explore Mahoning” rebrand, which included a new name, logo, and overall brand identity designed to highlight the region’s unique culture, local attractions, and future-forward vision.
EMBRACING CHANGE TO DRIVE TOURISM FORWARD
Explore Mahoning (Formerly Youngstown Live), Mahoning County Convention & Visitors Bureau
Challenge: Rebranding to Overcome Rust Belt Stigma and Attract New Visitors
The Mahoning County Convention & Visitors Bureau recognized the need for a fresh approach to overcome outdated perceptions of the region and drive tourism to the Mahoning Valley. Once known as “Youngstown Live,” the Bureau sought a rebrand to better reflect the vibrant, forward-thinking culture of the area, and to position it as an exciting destination for travelers. The region, often associated with Rust Belt stigmas, required a bold transformation to change the narrative.
Solution: A Comprehensive Rebrand and Strategic Marketing Partnership
To achieve these goals, the Bureau partnered with McConnell Marketing to develop a new identity that would resonate with today’s travelers. The result was the “Explore Mahoning” rebrand, which included a new name, logo, and overall brand identity designed to highlight the region’s unique culture, local attractions, and future-forward vision.
Client Goals
Established and achieved together
1
Increase travel to the Mahoning County area.
2
Position the region as an exciting travel destination.
3
Stay ahead of emerging tourism trends with strategic marketing initiatives.
Establishing a New Brand
Our first mission was to guide the visitor’s bureau through a complete rebrand—from the name change to “Explore Mahoning” to the creation of a fresh logo and brand identity. This new brand was designed to be both modern and inviting, featuring a colorful, energetic palette and cohesive font treatments. We applied this identity across all print materials, including travel guides, brochures, and tradeshow banners, ensuring a consistent and recognizable look. This comprehensive rebrand not only helped shed outdated perceptions but also set the stage for more effective marketing efforts.
Establishing a New Brand
Our first mission was to guide the visitor’s bureau through a complete rebrand—from the name change to “Explore Mahoning” to the creation of a fresh logo and brand identity. This new brand was designed to be both modern and inviting, featuring a colorful, energetic palette and cohesive font treatments. We applied this identity across all print materials, including travel guides, brochures, and tradeshow banners, ensuring a consistent and recognizable look. This comprehensive rebrand not only helped shed outdated perceptions but also set the stage for more effective marketing efforts.
Building on Past Successes
Under its former name, Youngstown Live, the visitor’s bureau successfully capitalized on the rise of edible tourism with themed trails like the Joe in the YO coffee trail and the Wines of the Valley Wine Trail. These initiatives showcased the area’s local businesses and earned industry recognition, including The Ohio Travel Association award for best marketing campaign. While these programs were established before the rebrand, they provided valuable insights that informed the new brand’s direction and messaging.
Building on Past Successes
Under its former name, Youngstown Live, the visitor’s bureau successfully capitalized on the rise of edible tourism with themed trails like the Joe in the YO coffee trail and the Wines of the Valley Wine Trail. These initiatives showcased the area’s local businesses and earned industry recognition, including The Ohio Travel Association award for best marketing campaign. While these programs were established before the rebrand, they provided valuable insights that informed the new brand’s direction and messaging.
Content and Social Media Strategy
Our partnership also extends to managing social media and creating content that aligns with the new brand’s voice. We handle monthly content calendars, custom graphics, and strategic hashtag campaigns to keep Explore Mahoning’s online presence engaging and consistent. This strategy has contributed to an annual 19.7% increase in Facebook followers—well above the industry average of 11.75%. By curating content that highlights local attractions and events, we continue to position the area as a must-visit destination.
Content and Social Media Strategy
Our partnership also extends to managing social media and creating content that aligns with the new brand’s voice. We handle monthly content calendars, custom graphics, and strategic hashtag campaigns to keep Explore Mahoning’s online presence engaging and consistent. This strategy has contributed to an annual 19.7% increase in Facebook followers—well above the industry average of 11.75%. By curating content that highlights local attractions and events, we continue to position the area as a must-visit destination.
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