2020-2021 Marketing Plan
BRAND ARCHITECTURE Corporate The “Visit Jackson” brand is the bureau’s “corporate” identity. This is the brand used for official, non-marketing related business.
External - Toursim “The City with Soul” is the primary outwardfacing brand of the organization. “City with Soul” is both a brand and quasi-positioning, around which destination marketing assets are built. All marketing communications vehicles targeting travelers carries the “City with Soul” brand and related messaging.
Internal - Image Building “My City” is an organic brand which grew from other external marketing assets. The purpose of “My City” is to foster civic pride and convert area residents into ambassadors for Jackson as a destination for travelers as well as suburbanites.
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