New Brand, New Name Celebrating Mobile’s People, Culture and Beauty

The Business View – April 2016 / News You Can Use

4-2016 BV_lampIn a two-part re-positioning effort, the Mobile Bay Convention & Visitors Bureau (MBCVB) – the official tourism and convention marketing organization for the city, county and the Mobile-area hospitality industry – is now doing business as Visit Mobile.


And with the new name also comes a new tagline to market the county: Mobile, Alabama – Born to Celebrate.


“Visit Mobile better defines what the organization’s role and number one responsibility is in the community – attracting visitors to Mobile,” said Stacy Hamilton, vice president of marketing for Visit Mobile.


She added people have understandably often confused the MBCVB with the Mobile Convention Center because the CVB offices are physically located in the building. While the CVB markets the building, as they do hotels, attractions and restaurants throughout the entire destination, it does not manage the actual facility.


Born to Celebrate plays into travelers’ desire to have fun while on vacation. “Born to Celebrate promises emotional well-being. It promises a state of joy, exuberance and vitality,” said Visit Mobile President & CEO Al Hutchinson.


This year-long process first involved creating a committee of stakeholder organizations to be involved in every step of the brand discussion and development process, unprecedented for Mobile.


Participating were representatives from: Alabama Restaurant Association’s Mobile Chapter, City of Mobile, Downtown Mobile Alliance, Mobile Airport Authority, Mobile Attractions Community, Mobile Area Chamber, Mobile Area Lodging Association, Mobile County Commission and the University of South Alabama.


“Although we have different missions, we’re both charged with recruiting people to Mobile,” said Bill Sisson, president and CEO of the Chamber. “We feel as though the new brand works well with our existing Chamber brand.” In support of the new campaign, the Chamber hung Born to Celebrate banners in the park leading up to its building, and the Mobile Airport Authority placed signage throughout the airport.


Click here to read The Business View – April 2016