Branson selects K.C. agency for branding campaign

Branson/Lakes Area Chamber of Commerce and Convention and Visitors Bureau chose Kuhn & Wittenborn to lead the second phase of the branding process, which began with a survey revealing what city officials believe to be the public’s misperceptions of the area.

The $135,000 study, paid for by the city of Branson and conducted by The Sterling Group, found that people have a misguided perception of Branson – that it is nothing but country music, traffic and motor coaches. Kuhn & Wittenborn will work to change that, said Ross Summers, president and CEO of the Branson/Lakes Area Chamber and CVB.

“They understand where we’re going and what we’re trying to achieve,” Summers said in a news release. “That was clear during the selection process when they showed genuine interest in our branding campaign and expressed strong support for the branding study, saying it was a great foundation upon which to build a creative campaign.”

While a branding campaign is developed, Linda Antus of Antus Marketing in Hollister and Dan Lennon, Branson chamber vice president of marketing and public relations, will keep Branson business owners informed.

They will conduct a series of four two-hour meetings at Branson’s city council chambers Jan. 27 and 28. The goal of the meetings, Antus said, is to help area business owners understand the chamber’s findings, interpret the branding study’s recommendations for targeting new visitors and teach them how to incorporate branding strategies into their advertising campaigns.

“There are basically five questions we’re going to answer,” Antus said. “What is a brand? Why has Branson begun a branding initiative? What have we learned from the brand research? What actions should we take as a community? What actions are being taken by the chamber?”

A follow-up meeting will be held in February, Antus said, to unveil the campaign.