In January 2016, the Iowa City/Coralville Area CVB hired a creative agency to rebrand the overall community to promote tourism. Besides extensive online background research, creative staff conducted nine discussion groups, three interviews and several days of in-market ethnography. They talked directly and at length with nearly 60 stakeholders. A clear, distinctive brand voice emerged from those interactions.
This is a cultured, diverse community.
Critical discourse is revered.
This is a City of Literature.
Hard work is honored.
Collaboration is a way of life.
True warmth permeates all.
The brand's essence is to cultivate curiosity. Iowa City is the name visitors recognize - it is the cornerstone. But there is much more - it's were 1 + 1 + 1 really does equal one.
Think about it.