‘Branding’ campaign uses banners to promote Downtown Lodi - News - Mobile

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‘Branding’ campaign uses banners to promote Downtown Lodi

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Ross Farrow/News-Sentinel

One of the new banners hangs in Downtown Lodi on Thursday, Aug. 22, 2013. The banners emphasize that Lodi has a lot more to offer residents and tourists than wine. The slogan is “Lodi, California — behind the wine.”

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In the nearly four months since Visit Lodi! engaged in a new advertising campaign to market the area as more than a place to sample wine, many more people have asked the Lodi Conference & Visitors Bureau for visitor information, according to CEO Nancy Beckman and past president Frank Gayaldo.

“Yeah, we’re excited,” Beckman said. “We’re wine country, but there’s so much else to see and do.”

Visit Lodi! announced a new “brand,” or advertising campaign, to promote the Lodi area in early May. The center now has some small banners adorning Downtown Lodi with the new marketing tool.

“We’ve received a lot of positive attention from inside the community and a lot more inquiries for travel guides,” Gayaldo said. “What is really important is that wine is a flagship. There is truly much more to Lodi (than wine).”

Visit Lodi! promotes attractions such as Lodi’s upscale restaurants, small, quaint Downtown shops, the World of Wonders Science Museum and Lodi Lake.

It’s important to promote non-wine attractions when you bring children to Lodi, Gayaldo said.

Recently, the visitors center on North School Street received a supply of shirts, hats, aprons, wine cards and postcards promoting Lodi, Beckman said. There’s a big demand for Lodi-oriented souvenirs, she said.

Contact reporter Ross Farrow at rossf@lodinews.com.

3 images

Ross Farrow/News-Sentinel

One of the new banners hangs in Downtown Lodi on Thursday, Aug. 22, 2013. The banners emphasize that Lodi has a lot more to offer residents and tourists than wine. The slogan is “Lodi, California — behind the wine.”

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