Convention and Visitors Bureau plans rebranding to promote tourism

Wednesday, January 30, 2013 | 12:00 p.m. CST; updated 3:40 p.m. CST, Wednesday, January 30, 2013

COLUMBIA — The Convention and Visitors Bureau is developing a new brand in efforts to increase tourism in Columbia. 

The new brand will include a new logo, tagline and the tourism bureau’s first television commercial.

The commercial will be aired in Kansas City and St. Louis in order to reach a wider audience because those cities are the top two locations from which travelers visit Columbia.

The new brand will be released to the public before April or May. Convention and Visitors Bureau Director Amy Schneider said the official release date depends on the commercial production.

“We think it’s time to refresh the brand and logo to something more contemporary, and it’s a great time to launch it,” Schneider said.

The tourism bureau paired with Woodruff Sweitzer advertising agency and began planning in July 2012.

The pair collaborated in 2003 to create Columbia’s current tagline: “The smart, innovative, artsy, eclectic, clever, savvy, vibrant, too-dynamic-to-fit-into-a-short-tagline city."

“It was just too long,” Schneider said.

The logo will also be renovated, replacing the colorful, Curlz MT font.

The total advertising, media and creative budget for the 2013 fiscal year was $600,000; the brand development budget was $45,000.

In other efforts to increase tourism, the bureau is launching the Columbia Tourism Ambassadors program in March.

According to its Facebook page, the Columbia Tourism Ambassadors is a group of individuals who are committed to customer service, the tourism industry and Columbia as a destination.

Multiple classes will be offered during the first few months of the launch.

The Columbia Tourism Ambassadors organizers anticipate certifying at least 150 people within the first year.

For details, contact Julie Ausmus at the tourism bureau, 875-1231 or

Supervising editor is John Schneller.

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