BE&P: A New Age of Discovery in K.C.

CHICAGO Barkley Evergreen & Partners looks to improve the image of its hometown in a new effort for the Kansas City Convention & Visitors Association.

The effort, which breaks on May 1, introduces a new slogan for the city, “Kansas City: New discoveries daily.” Seven television spots targeting leisure travelers depict a 19th century explorer in modern day Kansas City. A concurrent campaign targeted at meeting planners will include mock hotel door hangers inserted into trade publications extolling improvements the city has made, including a new convention center and an entertainment district scheduled to open in 2007.

“We want to capture the spirit and vitality that visitors love about our city, especially with the $4 billion renaissance taking place downtown and across the metropolitan area,” said Rick Hughes, president of the association, in a statement. “This new branding presents Kansas City as a vibrant, multi-faceted metropolitan area that offers a variety of unique and unexpected experiences, from arts to Western heritage.”

The association’s previous slogan, in use since 2001, was “Kansas City: A flavor all its own.”

The campaign also includes a new logo that depicts the Kansas City skyline in three blocks of color: blue, orange and green. With the launch, the organization is also officially changing its name from the Convention and Visitors Bureau of Greater Kansas City to the Kansas City Convention & Visitors Association.

Though media for the advertising will be paid, the independent agency donated its time to create the campaign.