New Bedford unveils new marketing campaign: 'Explore New Bedford'

Frank Mulligan, The Standard-Times
Updated ·2 min read
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NEW BEDFORD – The city's new tourism and marketing brand is "an invitation, a challenge, and a call to action all rolled into one" to explore all New Bedford has to offer.

The rebrand: "Explore New Bedford," and its attendant marketing campaign and logo were unveiled Tuesday at a packed launch party at the New Bedford Harbor Hotel on Union Street hosted by Mayor Jon Mitchell and the city's Office of Tourism and Marketing.

Ashley Payne, New Bedford Office of Tourism and Marketing director, said office staff didn't brainstorm in a hidden boardroom but solicited input from city residents over a nine-month period.

"We engaged with the heart and soul of New Bedford: its people."

Mayor Jon Mitchell: "We want to be well positioned to bring people here to have a unique experience - and tell two friends after that."
Mayor Jon Mitchell: "We want to be well positioned to bring people here to have a unique experience - and tell two friends after that."

As a result, they chose a name "with a call to action for individuals to branch out and truly explore all that New Bedford has to offer."

She said, "By encouraging people to explore New Bedford we are committing to our mission of highlighting and promoting the whole city."

Messaging based on the people of New Bedford

Payne added, "Our messaging will be shaped by focusing on the people of New Bedford who make exploring the city truly a unique experience."

It will go beyond traditional marketing by providing authentic personal narratives of city residents. "People can envision themselves connecting with the individuals and exploring the places featured in our campaign."

The new “Explore New Bedford” logo was designed by New Bedford-based Medium Studio.

Ashley Payne, New Bedford Office of Tourism and Marketing director, said office staff didn't brainstorm in a hidden boardroom but solicited input from city residents over a nine-month period.
Ashley Payne, New Bedford Office of Tourism and Marketing director, said office staff didn't brainstorm in a hidden boardroom but solicited input from city residents over a nine-month period.

New website launches Friday

The official launch is Friday, and that includes a new website's introduction, www.ExploreNewBedford.org.

The website was designed by Patrick Gleavey of PSG Media, and will be a digital hub for those wanting to explore all New Bedford has to offer - whether visitor or resident, Payne said. "Our website will be your go-to resource."

A new trip planner section will offer suggestions for target audiences, from the foodies to the history buffs, she said, along with local insights and tips.

A video to celebrate the new campaign by Ethan de Aguiar, who did the award-winning short film, "Love Letters for New Bedford" was also unveiled.

There's a lot going on in New Bedford

Mitchell thanked the Office of Tourism and Marketing's staff for their work on the project.

"Thank you for being such a great team. What we have in New Bedford is a lot of folks that are rowing in the same direction. There's a whole lot of optimism here."

The new “Explore New Bedford” logo was designed by New Bedford-based Medium Studio.
The new “Explore New Bedford” logo was designed by New Bedford-based Medium Studio.

He said there's a lot going on in New Bedford, from construction to large-scale cultural projects. He said it made sense "to energize the effort."

Mitchell said, "Especially now, coming out of the pandemic strong, we needed a little bit of a refresher in our branding."

The rebrand: "Explore New Bedford," and its attendant marketing campaign and logo were unveiled Tuesday at a packed launch party at the New Bedford Harbor Hotel on Union Street
The rebrand: "Explore New Bedford," and its attendant marketing campaign and logo were unveiled Tuesday at a packed launch party at the New Bedford Harbor Hotel on Union Street

He added, "We want to be well positioned to bring people here to have a unique experience - and tell two friends after that."

This article originally appeared on Standard-Times: 'Explore New Bedford' is the city's new marketing-tourism brand