Bradenton Area CVB announces rebranding effort

The Bradenton Area Convention and Visitors Bureau (CVB) unveiled a new identity for the area that emphasizes Longboat Key and Anna Maria Island, along with Bradenton.

The CVB announced yesterday that it will now market the area as “Bradenton/Anna Maria Island/Longboat Key — Florida's West Coast.”

The destination's new name and logo will be tagged with the phrase “Real. Authentic. Florida.”

The CVB sought an objective, third-party analysis of its visitation brand and marketing efforts, according to a prepared statement, and worked with Research Data Services, of Tampa, to conduct consumer research and Aqua Marketing & Communications Inc., of St. Petersburg, on rebranding and strategic efforts.

A slow economy has made tourism marketing increasingly challenging and sophisticated, and nowhere more so than in the Sunshine State,” said Elliott Falcione, executive director of the Bradenton Area CVB in the statement. “This research and review process was overdue, and has resulted in what we believe is a brand strategy that will better position this destination in Florida’s competitive landscape.”

The “Real. Authentic. Florida” phrase was developed from consumer perceptions that competing West Coast destinations are seen as “too built up” and “pretentious,” while the Bradenton/Anna Maria Island/Longboat Key area is seen as “laid back” and as an “authentic” Florida getaway, according to the release.

Contact Robin Hartill at [email protected].