Travel Medford, formerly known as Medford Visitors & Convention Bureau, is proud to present the new destination brand for Medford & The Rogue Valley. The impetus for rebranding was born November 2010 out of a mutual realization, throughout the community, of the need for a unifying message and identity that represents our region and culture.
Over the next 15 months, a branding committee was formed and extensive research conducted. Community members, business leaders, tourism experts and visitors were surveyed. Bill Baker, destination branding expert, was hired to assist in the process. The wealth of information gained through this exercise became the foundation of the new brand.
The new brand is built around the tagline, Great Performances Daily. Describing it further, Travel Medford Senior Vice President, Anne Jenkins says, “It encompasses the many passionate and creative artists across all industries and the innovative work they produce every day.”
An additional component of the rebranding was the creation of brand personality and the identification of four key experiences most representative of Medford & The Rogue Valley: Arts & Culture, Artisan Foods, Wineries and Events. Complementing these four are five companion experiences: Outdoor Recreation, Crater Lake, Fresh Produce, Sports and our Small Towns & Downtowns.
The brand launch has been an all-day event beginning at the Ginger Rogers Craterian Theater in Medford. From there a roadshow carried the message throughout the Rogue Valley–to Butte Creek Mill in Eagle Point and the US Hotel Ballroom in Jacksonville. The roadshow will return to Medford for a press event at 4:30 p.m. at the Visitor’s Information Center and shortly following will be a celebration at the Harry & David Country Village. Please join the Harry & David team from 5 to 8 p.m to wrap up the day with complimentary wine tasting, appetizers, hors d’oeuvres and live music.