Minneapolis: The Greater Minneapolis Convention & Visitors Association is searching for a new name for itself and crafting new messages to attract individuals and conventions to the city as the result of a recently completed brand audit.
The bureau hired IPG-owned FutureBrand to survey how it is viewed locally, regionally,
and nationally. The study found that people who have been to the city think highly of it, but those who have not don't think very much of it, said Karyn Gruenberg, VP of marketing with the association.
"People familiar with the city love the city; people unfamiliar with the city say what the stereotype says," characterizing it as cold and with little to do, she said the study found.
As a result of that, "the focus of our marketing efforts should be to get people to come here," Gruenberg said.
The association will reveal the full results of the study at a June 12 press briefing.
Other preliminary findings are that using the term Twin Cities to talk about the Minneapolis-St. Paul area does not help the area's image. "Minneapolis is the most recognized name," she said.
The association plans to use the study to create new messaging and establish a position
statement "to set the city apart from its competition," Gruenberg explained.
The association will likely look for help from a PR agency late this year. It worked with Dennis McGrath, a partner with McGrath Buckley Communications, to oversee the study.
The association will also consider renaming itself. Gruenberg said that the name doesn't reflect the organization's mission to promote economic and convention business in the Minneapolis area, and is too long and confusing.