Rebranding is about more than just a new name and logo — it’s about enhancing perception and building a positive reputation. In July 2011, when the City of Greenville and TD Bank launched a new brand for one of the nation’s largest convention and meeting facilities, Hughes Agency managed the strategic communication to target audiences locally and nationally.

Challenge
Generate positive and meaningful media coverage for the rebranding of the convention center.  Formulate an announcement strategy and media relations plan to maximize the opportunity.  Manage the production of new signage and oversee installation. Revamp facility’s overall messaging, materials and web site. Help make the transition as seamless as possible. 

Strategy
Hughes Agency worked closely with the City of Greenville and the convention center to outline a strategic approach and timeline for the rebranding announcement while positioning it in a way that presented opportunities to increase overall exposure in target markets. 

Results
Hughes Agency helped secure several media hits for the announcement, with the overall tone skewing positive. Beyond executing a seamless rebranding effort, Hughes Agency has also helped strengthen the reputation of the convention center by managing community relations, advertising, publicity, events and media on an ongoing basis.

“Greenville is one of the Southeast’s greatest success stories
for economic expansion and livability. During the city’s
most explosive period of business growth, Hughes Agency
has helped raise the profile of the city and TD Convention Center
throughout the region and nationwide.”
-John Wilusz, General Manager, TD Convention Center