In 2006, the Central Massachusetts Convention and Visitors Bureau selected
Davis Advertising to create a new brand image for the organization and area.
The Central Massachusetts Convention and Visitors Bureau had conducted a
year-long research program to generate insights about the Central
Massachusetts area. This area is made up of 60 distinct cities and towns
located in Central Massachusetts with a multitude of attractions and
attributes.

The brand message must encompass the total area, be believable, and be
able to attract visitors to the area. After numerous meetings with staff and
focus groups it was decided that two key attributes of the area should be the
focus of the brand statement.

The proximity to major metropolitan areas of Boston, Providence, and New
York City combined with the large assortment of activities offered by the
communities would be the focus of the new brand statement.

Davis Advertising created the Brand Line “So Much So Close” that was
unanimously selected by three key focus groups made up of members of the
staff of the Central Massachusetts Convention and Visitors Bureau, the
Marketing Committee and Key stakeholders.

The logo design as shown incorporated the heart used for years by the region
combined with a modern design.

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