AssetsAds, Advertising, Branding, Logo, MCVB, Mesquite Convention and Visitors Bureau, Mesquite CVB, Posters, SEM, Video Retargeting
City of Mesquite, CVB
Much more than dirt, boots, and shiny buckles.
The branding’s overall goal was to show the city of Mesquite as a modern, vibrant city with a lot more to offer than just a rodeo. The Mesquite CVB is a non-profit organization funded by the city of Mesquite to promote long-term marketing and promotion of visitor and business travelers and conventions for the benefit of local restaurants, retail, and area attractions. Mesquite, Texas, is a rarity worth exploring, just fifteen minutes east of Downtown Dallas and declared the Rodeo Capital of Texas by the Governor of Texas.
The vibrant community of Mesquite is also a great place to enjoy the outdoors with over seventy parks, a historic downtown, entertainment, shopping, and a variety of restaurants, including Zagat rated eateries.
Our team met with the MCVB to discuss ways to rebrand the organization that showed they were more than just the rodeo capital of Texas. One particularly tricky part of the challenge included the need to roll out the brand overtime vs. launching the new look and feel with a big awareness push and announcement. The city and all the people vested in its success from residents and business owners, to corporations and city councils would be an integral part of the final direction. The approval process would require patience, perseverance, and understanding. The new brand would require appeal from individuals vested in the city, in addition to visitors and companies that were looking to travel for tourism and business.
Starting with focus groups, we discovered much about the heritage, misconceptions, and ideals that made Mesquite what it is today. We also learned a lot about past failures and directions to avoid. Coupling this feedback with the appeal needed to attract business and tourism allowed us to align visuals and values for the new brand creatively. Taking this information, we started with the logo identifier as it was the first step in aligning all the stakeholders on a new path. We created multiple iterations of logo designs for the key stakeholders to review and city council to consider. Although it’s always difficult to appeal to large groups of decision-makers, this was the best approach for narrowing the direction.
With the marketing committee settled on a few refined options, the city council voted with confidence that the new approach offered the best appeal for residents, businesses, and those looking to visit Mesquite. To further refine the brand, Glint tackled multiple assets, including mood boards, logo and usage guidelines, video marketing and re-marketing campaigns, print ads, digital campaigns, interactive ads, tourism maps, and Hispanic targeted literature, among others. Ultimately the brand was fully realized with the messaging of the Texas Tourism ad campaign that embodied the message and approach of what Mesquite, Texas means today.
It has been very rewarding for Glint to contribute to the campaigns, website, digital work, and brand management with MCVB. Also, the new brand approach has been validated multiple times with awards sought out by our client.
“They have exceeded our expectations in their ability to assimilate the feedback collected from our focus groups. A true partner like Glint Advertising understood my vision and strategy and translated it into brand imagery and messaging. Not all agencies take the time to learn your vision or come to understand the needs of your organization and audience.”
— Jessica McClellan, Head of Marketing, Mesquite Convention & Visitors Bureau
awards and recognition
The Mesquite Convention and Visitors Bureau (CVB) received five awards at the Texas Association of Convention and Visitors Bureau’s (TACVB) Annual Conference for excellence in destination marketing.
The Mesquite CVB received the People’s Choice Awards, selected by tourism industry peers, for its budget size in the categories of Advertising, Website, Mobile Site, and Video. “We had a record 116 entries this year,” said Kim Phillips, TACVB Chief Operating Officer. “The winners faced stiff competition, and these awards are well-deserved.”
Glint Advertising created a new logo identifier and brand vision for the Mesquite CVB in late 2018. After the brand strategy was approved, the agency played an integral role in ensuring it was represented correctly across all new marketing assets. Also, Glint created an advertising campaign that targeted different audience segments within multiple media outlets that resulted in a second-place award for budgets under $350,000.