Brand Evolution
Our mission is to maximize Greenville’s Visitor Economy by developing and promoting exceptional visitor experiences to elevate our community's quality of life and prosperity. To fulfill that mission, we regularly test and measure performance to ensure continued success for the industry and our community. In late 2022, we commissioned brand effectiveness research with our target audience: both leisure visitors and meeting planners. The research findings concluded that the messaging of "Yeah, THAT Greenville," which began in 2013, has been incredibly successful in differentiating Greenville, SC, from other Greenvilles. Still, there was a future opportunity to shift our position from WHICH Greenville to WHY Greenville. Launched in Jan. 2024, the destination brand for Greenville, SC has evolved to align with the incredible growth our community has seen over the past ten years to represent the visitor experience of today. This massive undertaking touched every part of the organization and has proven incredibly successful in driving a stronger intent to visit.
