‘America’s Crown Jewel’ unveiled as Moosehead Lake region’s brand

Photo courtesy of MLREDC
    BREATHTAKING — One of the slides from Roger Brooks’ April 10 “Branding” seminar.

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    GREENVILLE — After nearly seven months of research and intense work by the Moosehead Lake Region Branding Initiative Committee to identify and define what makes the Moosehead Lake Region unique, the results are in.
    The new Moosehead Lake Region brand direction was unveiled on April 10 and identifies the region as “America’s Crown Jewel.”
    During the presentation to an audience of nearly 175 at the Greenville Consolidated School auditorium, the branding committee and world-renowned tourism expert Roger Brooks discussed which key attributes define the destination.
    They also outlined what infrastructure, attractions and efforts are still needed to help the region thrive as a tourist destination. The new brand direction is the result of significant public input, including an online survey with more than 1,400 respondents, community meetings and more.
    “The feedback from hundreds of community members and visitors was essential in driving this effort,” said Amanda Hunt, branding committee member.

    “Moosehead Lake truly is ‘America’s Crown Jewel’ and we hope this branding effort will help boost the region’s local economy and draw visitors to this beautiful destination.”
    “You have something here that is absolutely remarkable,” said Brooks during his presentation, “and there’s no reason why you can’t own that.”
    Brooks said that branding is also “about jobs and bringing the community back to prosperity. This is not about turning you into Disneyland. This is about going back to where you were.”
    Brooks cited Branding Committee member John Morrill’s graduation class of 57 back in 1969. In recent years, it averages around 20 seniors. “If you lose your school, you’re going to have to write off the area,” Brooks said. “Families don’t want to have their kids commute an hour every day (to school) … We need kids who graduate to come back to town and we need to create jobs for them.”
    The full presentation as well as a highlight video is available for viewing and sharing on YouTube: “America’s Crown Jewel Full Version.”
    Next, Roger Brooks International will create and provide a strategic branding and marketing action plan that will help the region’s businesses and community leaders implement the new brand. That plan is expected by early summer.
    In addition, a brand leadership team will be selected by the MLREDC to oversee the new brand’s implementation, including how it is portrayed to visitors, as well as on social media, in advertisements, signage and more.
    “A brand is a promise, a promise of what we will offer someone who lives in, works in or vacations in the Moosehead Lake region,” said Hunt.  “We have more work to do to make that promise possible, but the community is excited, engaged and committed to making this happen.”
    The Moosehead Lake Region has historically been known for its unique character and natural resources.
    Located at the entrance to Maine’s historic North Woods, Moosehead Lake is a 75,000-acre lake peppered with more than 80 islands and surrounded by vast working forests and scenic mountain ranges.
    Since 1998, more than 400,000 acres of land has been permanently conserved, connecting the Region to a conservation corridor of nearly two million acres of permanently conserved woods, waters and mountains running from the Canada border to Baxter State Park.
    Now in its second year of operation, the MLREDC is working to establish collaborative partnerships with significant regional and statewide stakeholders. Discussions have been held with Appalachian Mountain Club, Maine Huts and Trails, Forest Society of Maine, Town of Greenville, Plum Creek, Northern Forest Canoe Trail, The Nature Conservancy, the State of Maine Office of Tourism and others.
    To learn more, visit www.mooseheadlakeedc.com.