A New Face with a Familiar Voice: Advance 360 Rebrands Statewide Organization

It’s official: the Michigan Lodging and Tourism Association has a new name, and a new look for its legacy. Together with partners and members throughout the State of Michigan, Advance 360 guided their journey to their new name and brand, now known as Check In Michigan.

Who is Check In Michigan?

Check In Michigan is an association for the hospitality and tourism industry, leading efforts to benefit hotels, attractions, and hospitality ventures through out the state.

The Scope of Work

Michigan Lodging and Tourism Association, as it was formerly known, knew that they were poised to reinvent themselves. Under new leadership and with a changing landscape for lodging entities with the surge in short-term rental companies like Airbnb, the collective efforts of advocacy on legislation around Post-Labor Day Academic Year, minimum wage and Pure Michigan funding, the work of the association was stronger than ever, but their dated identity no longer served them well.

Advance 360 was contracted to develop charrettes for the stakeholder groups across the state, use the findings to develop a logo and identity system, and launch a new web presence for the association’s conference and institutional websites.

Of this work, Deanna Richeson, President and CEO of Check In Michigan wrote, “Our association has a rich history of 112 years representing a widely diverse industry, and we wanted to forge a stronger future for our hotels, attractions, and hospitality ventures. We envisioned honoring the contributions of those who were before us, and yet opening our arms to embrace younger generations of rising leaders. Clearly this required the skills of master communicators! Over several months, [the Advance 360 Team] created a process that was inclusive, reflective, expansive and thorough. We held several focus groups with a diverse kaleidoscope of hospitality stakeholders, including engaging exercises that gleaned rich insights into the values, emotions and preferences of our participants.”

The Charrette Experience:

B-CheckInMI-stats2 A New Face with a Familiar Voice: Advance 360 Rebrands Statewide Organization

The association’s team recruited a diverse group of open minded individuals to share their thoughts and stories. Activities generated forward iterations on individual ideas, and the groups were able to weigh in personally as well as in groups. From 68 ideas that emerged during these discussions, 16 common themes were forged, crossing the generational, business, and personal preferences of those in the rooms. These themes became the source for creative inspiration for logo designs.

But These Journeys are Rarely Linear

“Just when we thought we were nearing our final stage, MLTA realized we were envisioning a new culture and decided to choose a new name as well a new logo. We were also racing against the clock to announce our new brand at the annual industry conference,” said Richeson.

Advance 360’s regroup was immediate. An additional focus group, called the “Groundswell” was formed to further explore the concept of a new name, build further “buy-in” to this change in direction, and build upon what had already been explored. Activities during this session built to a crescendo around the strategic priorities that would need to be reviewed by the Board of Directors.

This charrette was followed by two board planning sessions to do just that. These sessions were intense for everyone, but harvested the best version of commonality across all the collected data and overcame any hesitation around change for the organization at large. The board was a united team and was energized to “grow forward.”

Now What?

Now the design began. Over a months-long process, the guiding principles of the association were built into a verbal representation of the brand (name) and the visual representation (logo). The group that carried us forward toward that end was formed with executive team members, board members, and a cross section of industry representation.

“None of us looked back, but instead focused on the tasks ahead with a team of stakeholders who met to guide the design process with their input. The result was stunning … a look that was strong, professional, inclusive, inviting, and even a tad fun.”

B-CheckInMI-logo-old2 A New Face with a Familiar Voice: Advance 360 Rebrands Statewide Organization

Former Logo

B-CheckInMI-logo-new3 A New Face with a Familiar Voice: Advance 360 Rebrands Statewide Organization

New Logo

The former logo represented a time when the State Capital served as the center of the lodging and tourism universe for the association. This simply is no longer true. The association has transitioned to an immersive model. The team and board are truly wherever their membership is, and wherever their membership requires them to be. Their multi-faceted mission is more than just advocacy, but has expanded to include education, workforce, and community.

Alongside this rebrand was also the digital presence of the organization, which needed to reflect the energy, momentum and credibility of Check In Michigan to the public.

“Once the brand identity was complete, the final leg of our marathon was creating the “brand reveal.” Our Advance 360 partners created the presentation that will inspire nearly a thousand conference attendees, from scripting to creating an animated video that excites the imagination and “cool factor” among our audience. I am completely confident in the positive reception of our new brand identity, and in the electrified energy the audience will experience at our brand reveal,” said President Deanna Richeson.”

See what conference attendees saw, here.

Advance 360 is an affiliate of Advance Travel & Tourism

Creative Tells the Story

Tideline Ocean Resort and Spa is a unique client. They have a strong sense of self, understanding what niche they want to fill for their clientele: a chic, boutique hotel experience with exceptional amenities, offering ocean view banquets and weddings and al fresco dining in West Palm Beach. Unfortunately, their changing ownership and management companies, along with a deflagging from a franchise hotelier left them without a usable logo, identity system or creative assets.

In addition, they needed a web presence worthy of the property itself. The vast majority of their reservations were taking place with online travel agents (OTA’s), and unnecessarily sacrificing margin to those third party entities. The return on marketing investment was untraceable, as the technology was not being used to its potential. In short, this resort needed an identity and a campaign, quickly.

Our team first performed a market analysis of competitive properties in the area. Our review included all that would appeal to the core customer of Tideline Resort, rather than focus on like-sized or properties with similar entities. What we discovered: The property’s beach was exceptional, better than the competition in space and size. The dining offerings were fresh and desirable, with a credible sushi chef and sought after brunch buffet. The spa offered traditional services, specializing in bridal groups. All of the pieces were in existence, the hotel simply needed to generate the creative assets to tell the story.

The Advance 360 Creative Team then came on site to collect video and still photo assets, staging hotel spaces, vignettes, and amenities in order to capture just the right pieces of the story.

From there, a new website/digital environment was produced and launched, as well as a campaign to generate lift in brand awareness and site visits, and reduce third party booking agents.

tideline-statsROI Creative Tells the Story
tideline-statsWeb Creative Tells the Story
tideline-logo Creative Tells the Story
tideline-photos1 Creative Tells the Story
tideline-photos2 Creative Tells the Story
tideline-photos3b Creative Tells the Story

Creative Examples

tideline-web Creative Tells the Story
tideline-print2 Creative Tells the Story
tideline-recs Creative Tells the Story
tideline-leader Creative Tells the Story

William & Mary Athletics’ Social Campaign Draws Record Attendance

The College of William & Mary sought assistance with ticket sales for their basketball season. With a layered targeting approach, Advance 360 used lat/long targeting (also known as geo-fencing) to target students on campus, with messages specific to student ticket pricing. List-matching and social media targeting was used to find alums within a specific radius of campus, and those viewers were encouraged to engage with the purchase of season or single tickets. Additional audiences with an interest in basketball, special events or sports were also targeted and delivered messages around the affordability of tickets, and specific athletic events and dates.

Overall, this campaign achieved record attendance for the University, tripling the men’s basketball audience and quadrupling the women’s audience YOY.

B-WM-1goals William & Mary Athletics' Social Campaign Draws Record Attendance
B-WM-2attend William & Mary Athletics' Social Campaign Draws Record Attendance
B-WM-3numbers William & Mary Athletics' Social Campaign Draws Record Attendance
B-WM-3numbers William & Mary Athletics' Social Campaign Draws Record Attendance
B-WM-5social William & Mary Athletics' Social Campaign Draws Record Attendance
B-WM-6remtitle William & Mary Athletics' Social Campaign Draws Record Attendance
williammary_20171010_300x250_3_1 William & Mary Athletics' Social Campaign Draws Record Attendance
williammary_20171010_300x250_3 William & Mary Athletics' Social Campaign Draws Record Attendance
williammary_20171010_300x250_1_1 William & Mary Athletics' Social Campaign Draws Record Attendance
williammary_20171010_300x250_4 William & Mary Athletics' Social Campaign Draws Record Attendance
williammary_20171010_300x250_2 William & Mary Athletics' Social Campaign Draws Record Attendance
williammary_20171010_300x250_1 William & Mary Athletics' Social Campaign Draws Record Attendance
B-WM-7webimpact William & Mary Athletics' Social Campaign Draws Record Attendance
B-WM-9trafficgraph2 William & Mary Athletics' Social Campaign Draws Record Attendance

2018 Digital Marketing Trends

Who is your most valuable audience? Your digital strategy should lead them directly to you. But the landscape changes quickly. How do you keep up? Here’s our take on actionable insights you can (and should) incorporate into your marketing strategy, including advances in online display targeting, content marketing and video.