We're very excited to share our new name and brand, and look forward to the roll out of our campaign materials in the weeks ahead.
The GLCVB is now Choose LansingTM
The Greater Lansing Convention & Visitors Bureau (GLCVB) is excited to share that the organization is rebranding as Choose LansingTM!
Choose LansingTM is a non-profit, Destination Marketing Organization (DMO) that seeks to positively impact the community’s quality of life by developing the tri-county area of Ingham, Clinton, and Eaton counties as a visitor destination. This was the mission of the GLCVB, and it remains its mission moving forward. Only the name and logo are changing.
The rebrand is a result of the accumulation of months of research, including surveys and focus groups with community leaders, locals, visitors, and industry experts. This exciting change reflects both the recent and upcoming development in the greater Lansing area.
Over the coming weeks and months, the Choose LansingTM team will update promotional materials, signage, website, and other collateral to reflect the new brand.
Lansing Sports Commission
The Greater Lansing Sports Authority, a sub-division of the Greater Lansing Convention and Visitors Bureau, also underwent a rebranding process and has been renamed the Lansing Sports CommissionTM.
While both organizations are destination marketing organizations dedicated to increasing visitation to the Greater Lansing, Michigan region, the Lansing Sports CommissionTM is focused on amateur athletic competitions and events and is committed to regional destination development of athletic facilities in the area.
Logo Design Rationale
The new logos are bright, bold, and engaging, using a strong typeface to signal a destination of substance. The color variation in the pin is a nod to diversity and inclusivity which helps evoke the colorful mosaic of the region’s residents.
The locator pin dotting the ”i” is commonly used as a destination marker in digital marketing and social media. The star within the locator pin denotes Lansing as the Capital city. (On maps, star symbols indicate Capital cities, as opposed to dots for regular cities.)
The tagline "Plan on Something Greater" communicates the expanded reach of both organizations across the greater Lansing area. It also reflects community and stakeholder feedback that these organizations go above and beyond with exceptional services and experiences.
Choose LansingTM engaged North Star Place Branding & Marketing in the summer of 2022 to spearhead the rebrand. North Star conducted interviews and surveys with community leaders, event planning clients, residents, and others to produce the foundational research to drive the rebranding efforts. They also helped develop the new names, taglines, and logo designs.
Frequently Asked Questions
A region’s DMO is responsible for promoting the destination by booking meeting and event business, attracting leisure visitors, and sports tournaments, all of which help boost the local economy.
Often the official point of contact for meeting and event planners, DMOs are considered destination experts. They can offer unbiased recommendations and extensive information on meeting facilities, offsite venues, and unique activities. They are experts at helping groups get the most out of their time in the destination.
As not-for-profit organizations, DMOs do not charge for their services. Most of a DMO’s funding comes through a combination of hotel occupancy taxes/assessments and membership dues. Choose Lansing’sTM members are comprised of hospitality-related businesses such as hotels, restaurants, retail establishments, and attractions in the Greater Lansing region.
- The Greater Lansing region attracts over 5.3 million visitors each year.
- Those visitors generate an annual economic impact of $682 million dollars.
- The hospitality and tourism industry is responsible for 11,000 local jobs.
While our name and look have changed, our mission remains the same. We will still promote tourism and travel to the tri-county area of Ingham, Clinton and Eaton counties, in order to benefit the local economy. The word “greater” has dropped from our name, but it stands out in the tagline as a nod to our reach across the region.
The new brand and accompanying advertising campaign will be used for promotional, educational, and informational purposes. Our mission is to attract visitors, event planners, sports groups and hospitality partners to the region. The bulk of our promotional efforts are placed outside a 60 mile radius of Lansing to generate overnight visitation. Materials will be updated throughout the remainder of 2023.