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New tourism campaign to emphasize Lodi’s unique charms — besides wine

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Posted: Friday, April 5, 2013 12:00 am

Wine seems to be the top way Lodi community leaders promote the city and nearby rural areas, but on May 7, you'll find out what else Lodi has to offer.

The promotional package, known in tourist circles as a "brand," will be revealed at Visit Lodi!'s annual tourism luncheon on May 7. But details of the promotional campaign are a deep, dark secret until the package is presented at the luncheon.

"We are not going to announce it to the public until the seventh," said Nancy Beckman, president and CEO of Visit Lodi! "We want people to be excited about what we're going to do."

Beckman describes a brand as more than an ad campaign.

"A brand is all the unique characteristics of a destination," she said. "When you brand a community, you really are solidifying the destination in the minds of the visitor."

Visit Lodi! hired Don McEachern of North Star Destination Strategies to develop the promotional campaign.

In addition to announcing the new brand for Lodi, the tourism bureau will honor Ken Nieland of the Lodi Sandhill Crane Association as tourism advocate of the year, and Heritage Oak Winery as winery of the year.

Heritage Oak Winery, located on East Woodbridge Road in Acampo, is owned by Tom and Carmela Hoffman. Nieland retired last year as director of Micke Grove Zoo.

Contact reporter Ross Farrow at rossf@lodinews.com.

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