Anaheim/Orange County VCB Changes Name to Visit Anaheim
June 24, 2015
Jay Burress, president and CEO, Visit Anaheim, overlooking the Anaheim Convention Center’s Grand Plaza.
The Anaheim/Orange County Visitor & Convention Bureau (AOCVCB) on June 24 unveiled its new name, Visit Anaheim. After more than 20 years as AOCVCB, the destination marketing organization streamlined its name and introduced a fresh and contemporary new brand that invoked the past, present and future of the destination.
“A year’s worth of brand exploration, consumer meetings and travel trade research told us clearly that we needed a name and brand that is reflective of our organization’s mission,” said Jay Burress, president and CEO, Visit Anaheim. “Visit Anaheim is a name that travel enthusiasts and conventioneers can easily find and understand. It evokes a sense of discovery and clearly communicates that we have an incredible, awe-inspiring destination that people should come see for themselves.”
The second largest city in Orange County, Anaheim has undergone a massive revitalization and beautification effort and is home to some of California’s most exciting and prestigious attractions, entertainment and sports venues, theme parks and an exploding foodie culture and brew scene.
“Our new look is bold, timeless and delights in the uniqueness of Anaheim. It also perfectly encapsulates the next stage we are entering into as an organization. We are here to help inspire the imagination of every visitor that comes to our destination — whether they’re a sports fan, adrenaline junkie, beach lover, theme park enthusiast or foodie — and change the way they see the world,” said Burress.
“Through our extensive consumer research for Anaheim, it became clear that The Power of Awe would be a credible, relevant and unique brand essence for the destination,” said Chris Davidson, E.V.P./global strategy for the destination’s branding agency, MMGY Global. “Anaheim’s personality is truly distinct from other destinations in Southern California, and we set out to capture the emotional core of what makes this place so special. In so doing, the destination now has an effective filter to guide local leaders in evaluating everything from advertising campaigns to the language it uses in its press materials to how it attracts meetings and conventioneers to the area.”