Vermont Department of Tourism and Marketing Launches 'State of Inspiration' Brand to Boost Visitor Numbers
The Vermont Department of Tourism and Marketing has unveiled a new tourism brand, 'State of Inspiration,' as part of its destination marketing campaigns. This initiative follows extensive consumer research which indicated that while 79% of travelers hold a positive view of Vermont, only 15% actually plan to visit. The new branding aims to convey that a trip to Vermont offers more than just relaxation, promising visitors fresh perspectives, new knowledge, and deeper connections. According to the tourism commissioner, Heather Pelham, the previous marketing efforts utilized the general State of Vermont logo, which was also used by other state departments. The new, dedicated tourism brand seeks to engage potential visitors on a deeper level about what the state offers. The development of the 'State of Inspiration' brand platform, including research, consulting, and design, cost approximately $500,000, primarily funded by federal economic recovery funds from the COVID-19 pandemic. Billboards featuring the new m... 
