City of Benicia

Tourism and Branding

Benicia logo Founded in 1847, the City of Benicia is rich in heritage and is a charming destination for art, shopping, dining and recreation -- set along a beautiful waterfront location. However, it is often overlooked as a tourist attraction.

Tourism and Branding Campaign
For cities large and small, economic development programs are often initiated to revitalize a city. However, tourism can also be a major contributor to the economic health of a community. And, by enhancing a city’s image, tourism works to build pride among the people who live and work there. With this in mind, local government and residents chose to proactively re-brand Benicia as a convenient and worthwhile destination for the day-traveler.

Helping a City Find Its Way
The goal was to position the city as an ideal choice for a day-trip to attract more visitors, and ultimately increase sales tax generated from retail stores and restaurants. Target audiences for the campaign included women and families within a 40-minute drive seeking a destination for art, shopping, dining and California history. Building consensus among all stakeholders was critically important to succeed. By taking the time to listen to all stakeholders, and succinctly explain our strategic plan for re-branding the City of Benicia, we were able to successfully build consensus among those who could have derailed the project.

A Road Map
Placemaking Group prepared a plan that included interviews with local constituents, market research and a SWOT analysis. Additionally a complete marketing plan was developed to take advantage of the history, art, recreation, shopping and dinning that is currently available in Benicia. We created “Benicia: A Great Day by the Bay,” to serve as a tagline and a headline. We designed a logo that featured abstract shapes and colors to emulate art glass, representing the city’s thriving artist community. Benicia now has a roadmap to position itself as a great place to visit and offers the day-tripper an ideal mix of activities, for a Great Day by the Bay.

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