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.

AUDIENCES:

Stakeholders, institutions, legal, travel industry

COMPARISON:

Think of “Visit Jackson” as a holding company that is the corporate parent of the other two brands. This is similar to the way that a Proctor & Gamble is the corporate parent, but not the face of marketing campaigns for its many products.

AUDIENCES:

Leisure travelers, meetings/convention planners, business travelers.

COMPARISON:

Think of “City with Soul” the way that Subway sandwiches is marketed. “Subway, Eat Fresh” is the brand, while the actual parent company is named “Doctors’ Associates.”

AUDIENCES:

Jackson residents, area thought leaders, Jackson suburban residents.

COMPARISON:

Think of “My City” as an internal initiative of Visit Jackson, similar to the way the Apollo Moon Mission was an initiative of NASA. It is part of the bigger scope of an organization, but focused on a more narrow audience and mission.