FAQs
Q : What is the purpose of the Visit Baltimore brand ? Despite our city ’ s cultural renaissance , rich diversity and recent accolades from travel media , Baltimore is still most often associated with negative stereotypes . From local media reports on the murder rate to the sensational coverage of squeegee workers and shows like We Own This City and The Wire , not enough people know what a wonderful place Baltimore is to live and visit . This perception is what holds us back from being considered for new business , and we believe that taking control of our city ’ s narrative can change the trajectory of not only the tourism industry , but the economic prosperity of Baltimore as a whole .
And as a majority African American city , it ’ s also critical that our brand represents our diverse population in order to authentically communicate through advertising . It ’ s more important than ever to showcase our rich Black culture , history and heritage as well as our emerging creative entrepreneurs who are leading change and at a time when promoting peace and eradicating racism is at the forefront of our minds globally .
Q : Is this brand just glossing over our city ’ s challenges ? No . The goal of our brand storytelling is not to sugarcoat any of our city ’ s challenges , which are not exclusive to Baltimore . In fact , we believe no other city is better suited to lead discussions about race , representation and equity than Baltimore . We also know that there is more to Baltimore than what a crime report or television show can tell . This is why Baltimore surprises firsttime visitors and why respected outlets like The New York Times , Travel & Leisure and Condé Nast are including Baltimore in their top travel lists . It is time to tell a more holistic Baltimore story that differentiates our city ’ s exceptional assets and heritage while celebrating the people committed to creating a better Baltimore .
Q : Why is Visit Baltimore taking this on ? We understand that brand trust is essential to attracting new visitors to Baltimore . As the city ’ s official destination marketing organization , it ’ s our responsibility to tell a cohesive and powerful story that celebrates the people and places that make our city a distinctive and unforgettable destination . To be successful , we must unite the community in thoughts and actions . Together , our voices will be loud , proud and heard .
Q : How did you identify these insights ? We created a brand for the people , by the people . To identify the right messages needed to change perceptions about our city , we sought robust community input combined with data-informed insights to guide our creative strategy . These included :
• Brand workshops with 55 local leaders , community members and stakeholders
• Seven one-on-one interviews with top city officials
• More than a dozen discussions with influential community groups
• Survey responses from 105 Visit Baltimore members
• Survey responses from 502 visitors along the I-95 corridor
Q : How can I play a role in supporting this brand ? There is a perception that brand awareness is the responsibility of marketing , but the reality is that a brand ’ s reputation is only as strong as the collective behavior of its community . When compared to traditional advertising , media mentions or promotional events , word of mouth is often just as powerful .
The best way you can support this brand is to become a Baltimore champion and encourage others in our community to do the same . Use this toolkit to train your internal team and frontline staff and incorporate these key messages in your own Baltimore storytelling efforts . This will have far-reaching positive effects for our city ’ s reputation , including building brand equity , advocacy and even converting the non-believers .
Q . Who are the models featured in the campaign and what inspired the brand messaging ? The best brands are true reflections of the people living that brand , so we decided to feature real Baltimore artists , innovators and makers to bring our brand narrative to life . Portraits were shot by Baltimore photographers Devin Allen , Philip Muriel and Schaun Champion . Copy for the campaign was written by East Baltimore poet and writer Kondwani Fidel .
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