State DTTD brings new brand, slogan, and logo to North Country
May 15, 2012
Coos County Democrat
LANCASTER — It’s out with the old slogan — “You're Going
To Love It Here” — and in with the new — “Live Free and…” — designed to be
completed with a single one of 50 verbs, including: “bike, climb, drive,
explore, experience, reconnect, relax, unplug” and “unwind.”
Four state Division of Travel and Tourism Development (DTTD) specialists put
on a two hour brand identity workshop on May 10.
“Brand is a personality and promise,” explained assistant director Amy
Bassett. “It’s what people say, feel, and think about you. It’s the
emotional and psychological relationship you have with your customers.”
Elements, such as logo, colors, images and messaging, make up the overall
brand, helping to distinguish it in potential consumers’ minds, Bassett
said. The state’s new slogan tells a new story about the Granite State,
inspired by the state’s motto taken from a letter written by General John
Stark: “Live Free or Die.”
The foursome emphasized that research shows that today’s travelers take
leisure trips to fulfill basic emotional needs: reconnecting with family;
escaping the workaday world; self-affirmation, and building memories.
The DTTD materials they distributed points out that the state’s “new “Live
Free and …”slogan taps into these emotional needs, positioning New Hampshire
as a destination that offers its visitors the freedom to get out and do what
they enjoy doing most — and on their own terms.”The logo, they explained,
represents New Hampshire in its simplest form. It features mountain peaks
and the waves of lakes, rivers, and streams, with the state’s initials
rendered in connected cursive writing that also represents its many trails.
Large bright photographs of landscapes have been set aside, replaced by
people engaged in activities that are taking place in attractive, but more
A palette of muted “natural” colors has also replaced the bright primary
colors previously used.
An Industry Toolkit is available to those in the tourist trade, found on the
industry section of VisitNH.gov, explained DTTD website manager and social
media expert Stacy Bell Geisler.
The new brand campaign was unveiled a month ago on April 12, the first day
of the 36th annual Governor’s Conference on Tourism held at the Radisson
Hotel Downtown in Manchester.
The branding initiative results from a collaboration between DTTD, its lead
advertising agency, Rumbletree of New Hampton, the brand research firm,
Sentient Decision Science, Inc., that has of offices
in Portsmouth, New York, and Cambridge and Boston, Mass, plus the Governor’s
Office. “Governor John Lynch was behind us the whole way!” said DTTD
communications director Tai Fraligh.
Using the logo and other branding elements will help the state DTTD leverage
their effect, explained marketing manager Michele Cota. She urged
touristoriented businesses across the state to get on board and use the new
logo and brand.
In a seven-plus-minute speech that she gave last week on the U.S. Senate
floor, Senator Jeanne Shaheen displayed three NH Travel posters, each with
the new logo and the “Live Free and…” slogan, in this case, “explore,
reconnect” and “discover.”
Shaheen tied her illustrated talk to National Travel and Tourism Week, as
well as the importance of passing the 2012 Transportation bill and her
cosponsorship of the Travel Promotion Act of 2010 that created Brand USA, a
low-cost public private partnership that has just started rolling out an
advertising campaign for America. “Brand USA will leverage millions of
dollars in contributions to the private sector to help encourage more
foreign travelers to bring their dollars to the United States,” Shaheen
Shaheen also invited her colleagues to come to a Reception on June 6 in the
Capitol, sponsored by her office and the New Hampshire State Society that
will feature the state’s history, culture, natural beauty and tasting menus
from the Grand Hotels and charming inns.
Only a handful of entrepreneursand business representatives turned out for
the workshop: Roxanne Herres of the North Country Chamber of Commerce in
Colebrook; Meg Skidmore of the Mt. Washington Auto Road in Pinkham Notch; Ed
Fuller of Fuller’s Sugarhouse in Lancaster; Tim O’Neil of the O’Neil Driving
School in Dalton; and Cathy Conway of the Northern Community Investment
Corp. of St. Johnsbury and Lancaster, who is now in charge of the New
Hampshire Grand marketing effort.
Conway (CConway@NCIC.org) said that NH Grand needs the help of a summer
intern — a college student home for the summer who is interested in
learning, writing, exploring, and gaining work experience helping to promote
“The intern would assist in developing and writing New Hampshire Grand
Tours, highlighting adventures that visitors to the Grand North could
experience. “These could include a hiking Grand Tour, or biking, or even
paddling-canoeing-white water rafting, ATVing, and snowmobiling.
We’re looking for an energetic, motivated, outgoing student who has some
experience and an interest in exploring and writing about travel
opportunities for North Country visitors and can reach out to members of the
tourism community to help develop travel itineraries. “We have a small
budget of approximately $2,500 to pay this student for their work,” Conway
“It's a great opportunity to be part of a hardworking and dedicated team of
professionals promoting tourism in Coos County. We’re really hoping for
someone from this region who is familiar with the area.”
Four state Division of Travel and Tourism Development (DTTD)
specialists — communications manager Tai Freligh,
left, assistant director Amy Bassett, marketing manager Michele Cota, and
website manager Stacy Bell Geisler —
stand by a new poster, featuring the state’s new logo and slogan: “Live Free
and….” In this case, the selected verb is “discover.”
Editors Note: In the spirit of
supporting this new program, the WMRR club has adopted the slogan "Live Free
and Snowmobile NH".