New name, same mission: Top of WV CVB now known as Discover Northern WV
Local tourism group invites you to ‘Discover Northern West Virginia’
Craig Howell UNVEILING – Rachel Keeney, executive director of the newly rebranded Discover Northern West Virginia, officially reveals the name during the organization’s annual meeting held Tuesday.
Craig Howell MEET THE TEAM – The staff of the newly rebranded Discover Northern West Virginia includes, from left, Executive Director Rachel Keeney; Josie Burkhart, content creator and office assistant; and Sarah Cale-Doughty, marketing and visitor experience manager.
Craig Howell UNVEILING – Rachel Keeney, executive director of the newly rebranded Discover Northern West Virginia, officially reveals the name during the organization’s annual meeting held Tuesday.
Craig Howell MEET THE TEAM – The staff of the newly rebranded Discover Northern West Virginia includes, from left, Executive Director Rachel Keeney; Josie Burkhart, content creator and office assistant; and Sarah Cale-Doughty, marketing and visitor experience manager.
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WEIRTON - A new chapter has begun for tourism in the top of the West Virginia.
Officials with the organization tasked with marketing the communities and attractions in Hancock and Brooke counties gathered friends, supporters, and other guests Tuesday, as part of its annual membership dinner held at Undo's in Weirton, to unveil a new name as they invite residents and visitors alike to Discover Northern West Virginia.
"The reason we undertook this rebrand is because we believe northern West Virginia deserves to be better known, better understood and more fully appreciated. We believe there are stories here that deserve to be told, places that deserve to be discovered, and businesses and communities that deserve to be celebrated, and we believe that by working together, we can change the way that people see this region and create new opportunities for the people who call it home," explained Rachel Keeney, executive director of the agency previously known as the Top of West Virginia Convention and Visitors Bureau. "Discover Northern West Virginia isn't just our new name. It's an invitation to all of us to look at the place with fresh eyes, share what makes it special and welcome more people to experience it for themselves."
The rebranding includes a new logo, along with a slogan of "Come on Up!" all designed to be simple, yet memorable, in an effort to better serve the region.
Developed in coordination with Nikki Butler Design, the brand is designed to invoke the area's natural beauty, as well as its industrial heritage, cultural diversity, and close-knit community.
Buddy Butler, of Nikki Butler Designs, explained the work began with a survey of stakeholders with an eye on what draws people to the area as well as the group's target markets.
"We try to drill down into the personality of the brand," he said. "If you think about it, doing a brand is kind of like creating a song. You have lyrics and then you have the music that goes with it."
Nikki Butler noted the design reflects a warm, welcome personality while also displaying a sense of strength.
"We hope it's a brand the whole community can be proud to call its own," she said.
Officials noted the effort sprung from a desire to clear up confusion on the region served by the organization, while bringing a shared identity and sense of regional pride for all of the communities.
"It can be confusing for a lot of people. They hear top and they think elevation. They think we're ski slopes. They think we're in Snowshoe. We get a lot of calls from people thinking it's the whole state," Keeney said of the old name. "We want to be truly accurate to who we are and give people good expectations for when they come here."
The terminology of "convention and visitors bureau," she said, doesn't always mean much for people, and doesn't necessarily convey all of the group's activities, which has grown to include hosting community events and support for the arts in addition to traditional marketing efforts.
The rebranding, Keeney explained, made the organization think about not only how people see the region, but how it should be seen.
"We have trails and outdoor recreation. We have remarkable history, unique local businesses, places to shop and eat, and communities full of people who are passionate about where they live," she said. "We have experiences that people might not expect to find here, and places worth discovering whether you're visiting from across the country or just down the road. Our challenge is to help people see all of that. We want to tell a more compelling story about this region, we want to highlight what makes us different, celebrate what makes us special and create our own lane rather than simply trying to fit into someone else's idea of what West Virginia tourism should look like. That is what led us to Discover Northern West Virginia. The name is straightforward. It's an invitation. It tells people what we want them to do: discover this place, experience it for themselves and find something they didn't know was here."
Keeney also took time Tuesday, to discuss some ongoing projects, including plans to utilize the America250 murals painted in the two counties to encourage further exploration of the area, as well as cooperative programs to continue telling the region's story through historical articles and other attractions.
For more information on Discover Northern West Virginia, visit them online at www.northernwv.com.
(Howell can be contacted at chowell@weirtondailytimes.com)