A new brand for Binghamton, New York, invites visitors to “Be Part of Our Story.”

The Greater Binghamton Convention & Visitors Bureau (CVB) tapped Pinpoint Destination Marketing for the community branding project that used in-depth research, creative and strategy to establish the new identity.

Once known as the “Valley of Opportunity” in New York’s Southern Tier, Binghamton had suffered the loss of several major manufacturers over the decades and fallen on hard times like many Rust Belt cities.

The “Bing” brand connects the community’s illustrious past with the current core largely inspired by the cultural contributions of yesteryear. Binghamton, after all, had been an industrial powerhouse, birthplace of IBM and home to the pop culture genius of Rod Serling.

The CVB worked closely with Pinpoint to identify Broome County’s strongest assets and create a marketing strategy that communicates them.

Thorough research and stakeholder meetings with tourism industry partners and other community leaders proved that Binghamton’s strongest assets laid within the community’s historical background. SEO methods dug into behavioral trends of travelers and tabbed key feeder markets to target.

Additional research included a public survey and interviews with various business owners, nonprofit organization leaders and others with a vested interest in community assets, challenges, past efforts and competing destinations.

The resulting community brand unifies the entire region, including businesses and residents, under a central message that tells visitors and prospective tourists what adventures and discoveries await in what many outsiders might see as an unassuming town.

Creative assets included a logo, website and ad campaign. Pinpoint also laid out a recommended marketing strategy for the CVB.

Of course, that’s just a glimpse of Pinpoint’s community branding process. Find out more about this comprehensive destination marketing service here.


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