FOUNDATIONAL NARRATIVE
Embrace Contradictions
Baltimore is complicated , layered and distinct . No one is more proud of this complexity than locals . Baltimoreans understand it on a level that requires a long , thoughtful pause when questioned about their city ’ s contradictions . In Baltimore you can get Old Bay caramel ice cream at a former pharmacy ( The Charmery ) and then stay at one of Fodor ’ s 92 Most Incredible Hotels in the World ( Hotel Revival ). You can have a Beauty and the Beast moment at the George Peabody Library and then head to The Ottobar to see an emerging hip-hop act . You can see the most extensive Matisse collection in the world ( Baltimore Museum of Art ) and then explore street murals all over town .
INSIGHTS FROM THE BRAND RESEARCH :
• We ’ re passionate and full of contradictions .” — Deanna Martino , Visit Baltimore
• These contradicting words were often used to describe Baltimore in our stakeholder workshops : Modern & Retro Contemporary & Throwback Innovative & Historic
• “ We have two stories being told , every time .” — James Seidl , McCormick
KEY MESSAGES :
• Baltimore is complicated , layered and distinct : Baltimore is modern and retro at once ; contemporary and throwback simultaneously ; a place of innovation with its increasing investments in cyber security and med tech , but steeped in history , too .
• In Baltimore you can “ treat yourself ” without breaking the bank : Just as savvy stylists mix high- and low-end brands to maximize wardrobes , in Baltimore you can mix high / low experiences that make for an immersive travel experience . Get messy with an authentic crab feast then get the VIP treatment at a luxe spa .
• Baltimore is hard to pinpoint and that ’ s a good thing : Our city isn ’ t cookie cutter , and that ’ s what makes us interesting .
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