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Discover New England Launching Refreshed Branding Platform

October 30, 2017 Destination Europe No Comments Email Email

Discover New England (DNE), the nonprofit cooperative destination marketing organization that promotes New England tourism internationally, has completed a comprehensive rebranding process positioning New England as a vibrant and relevant destination for today’s travelers. The new brand identity will be officially launched and on display starting with World Travel Market in London on Nov. 6, 2017.

“Our goal was to refresh the entire branding platform including positioning and key messaging points, as well as the graphic identity system, to create one that is more contemporary and inclusive. We wanted to capture the range of distinctive experiences that are available here, all within close proximity,” said Lori Harnois, executive director of DNE.

The process consisted of two phases of research beginning with outreach to international tour operators, travel agents, international representatives of state tourism offices, and key stakeholders to uncover the key differentiators that attract visitors to New England. Those insights were used to craft potential brand positioning statements and graphical identities, which were then tested with the same key audiences and their feedback was used to hone the final branding platform.

As part of the refreshed brand identity, DNE is rolling out a new logo. The clean, modern logo captures the colors and diversity of New England’s natural beauty. It evokes New England’s spectacular shoreline as well as its verdant mountains and iconic fall foliage—as well as the scenic byways that connect both coast and country.

DNE’s board chair Randy Fiveash stated, “This research-based approach enabled us to listen to our key target markets resulting in a positioning message and graphic identity that is contemporary and relevant to our audiences.”

DNE is updating all industry and consumer touchpoints, which includes social media platforms and their website,

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