The Modern Frontier
The Oklahoma City Convention & Visitors Bureau (OKC CVB) launched an all-new branding campaign to evolve the current perception of Oklahoma City. The Modern Frontier is a citywide campaign and tagline that is a contemporary nod to OKC’s heritage and also looks ahead as the city defines its own future.
“It takes more than the CVB to tell the story of Oklahoma City,” said Mike Carrier, President of the OKC CVB. “We hope that locals will rally behind this campaign just as much as the Chamber and the CVB to help share the message of OKC.”
The OKC CVB engaged in a 10-month-long branding project that included more than 75 one-on-one interviews, extensive research, news media and competitor city analysis, as well as input from civic, business, tourism and a wide variety of industry partners. With research showing only one in three people are familiar with OKC, the branding exercise was conducted to cultivate a distinguishable identity for Oklahoma City.
The Modern Frontier messaging was developed from the key values that were identified during the research process: collaborative, diverse, honest, resilient, authentic, kind and daring. The Modern Frontier campaign embodies who we are as a city and speaks to more than Oklahoma City’s story as a tourism destination.
“The research and development process helped us establish the key character qualities of Oklahoma City which can be applied to a variety of audiences,” said Lindsay Vidrine, Vice President of Destination Marketing for the OKC CVB. “This campaign unifies our brand story across convention and leisure audiences, while also being relevant to local residents, economic development audiences and beyond. No single entity tells OKC’s story, but collectively we can share an authentic and welcoming voice which reflects the driven, resourceful and collaborative spirit that makes our city distinct.”
The citywide branding elements will be introduced through advertising and promotional efforts by local industry partners, in addition to the OKC CVB’s national print and digital advertising, website content, video elements and social media channels. The OKC CVB also worked with two local agencies—Nominee for the branding exercise and Jordan Advertising for the creative execution.
The new brand identity was debuted to attractions, hoteliers and other CVB partners in Oklahoma City on February 20 at the Will Rogers Theatre.
For general information on The Modern Frontier campaign, visit www.visitokc.com/about-okc.
To help share the message of The Modern Frontier campaign, visit the OKC CVB’s industry page for key messaging, promotional items, social graphics, videos and resources at www.visitokc.com/brand.