Sharing a border with Washington, D.C., Prince George’s County is home to a diverse community and a variety of world-renowned destinations, including MGM National Harbor, the University of Maryland College Park, and the Washington Redskins’ FedEx Field, to name only a few.
"We’re still reaping the benefits of the brand research and creative design provided by LMD. Our elected officials are increasing their investment in our new County brand."
J. Matthew Neitzey, Executive Director, Prince George’s County, Conference & Visitor’s Bureau
Prince George’s County needed to grow awareness and refresh its brand image to begin changing misperceptions, increasing the pride of its diverse residents, and positioning itself as a desirable place to live, visit, and operate a business.
What We Did
LMD developed a new brand identity package for the County that would motivate current and potential residents, tourists, and businesses to “Experience, Expand, Explore - Prince George’s County.” Since 2014, LMD continues to partner with the County to promote the brand in the region across print, digital, social, transit, and out-of-home media.
Activities & Deliverables
- Primary research, including focus groups, interviews, and surveys
- Brand development
- Marketing and outreach strategy
- Media strategy, planning, placement, optimization, and reporting
- Graphic design for print, radio, airport, transit, out-of-home, digital, and social media
- Copywriting and message development
Launching Success in Motion with Video
Video content, more than any other medium, helps audiences create strong, memorable, and emotional connections to a brand. To launch the new brand and continually drive it forward, LMD works with the County to develop video content that is effective across a number of channels, from travel conferences to social media campaigns. Videos showcase a selection of key attractions and the diverse community that proudly calls Prince George’s County home.
Promoting & Expanding a Powerful Economy
Growth of County tourism and homeownership is largely dependent on a thriving business environment. That’s why LMD continues to provide graphic design and copywriting support to help promote the County’s many economic achievements and success stories in leading regional publications, like the Washington Business Journal.
Sending Travelers to a New Destination
Prince George’s County hosts hundreds of thousands of tourists and commuters each day as they make their way in and around one of the busiest regions in the U.S. LMD places high-impact advertising to engage these audiences across multiple touch points while in the traveling mindset. Recent initiatives include highway billboards, animated digital displays across high-traffic Metro stations, and banners in the region’s top airports. And when travelers turned to their phones, LMD met them with audio and visuals on Pandora mobile radio, as well as multiple sponsored location pins on the WAZE navigation app.
Enabling Shareable, User-Generated Brand Content
Part of turning heads and creating a splash in the market means taking calculated risks and piloting new and innovative tactics. LMD works with the County to geo-fence key events and locations on Snapchat to allow audiences (mostly Millennials and Gen Xers) to engage with branded filters and share them among their networks. This tactic brings a heightened level of authenticity to the Prince George’s County brand as target audiences themselves become brand champions and social media influencers.
new companies have relocated to or expanded in Prince George’s County
impressions across the Mid-Atlantic
engagement actions on social media ads (likes, reactions, shares, comments, page follows)