The U.S. state of Vermont has unveiled its first official tourism brand. The Vermont Tourism Board collaborated with DNCO, a place branding agency, to introduce a new brand platform called "State of Inspiration." This project aims to redefine Vermont not merely as a nature destination, but as a travel destination for discovering diverse cultures and local experiences. The brand was first revealed at this year's Vermont Tourism Summit and introduced as the state's first dedicated tourism brand. The development process incorporated visitor surveys, interviews with local stakeholders, and brand testing.
The new slogan, 'State of Inspiration,' encapsulates not only Vermont's natural landscapes but also local stories—such as regional food culture, small artisans, and the legend of the Lake Monster—all within a single brand. While traditional tourism promotion focused on representative images like mountains and autumn foliage, this brand emphasizes that Vermont is a place where travelers can find inspiration in diverse ways. It is characterized by a brand system that flexibly utilizes various local assets rather than relying on a single symbol, and it is scheduled to be applied across various channels, including tourism campaigns and digital content.
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