Rebranding initiative aims to enhance visitor attraction and support the region’s third-largest industry
VisitErie, Erie County’s official destination marketing organization, has launched a new brand that celebrates the region’s nautical heritage, natural beauty, authentic charm, and modern attractions—elements that research shows are highly appealing to today’s travelers.
Erie offers a wide range of experiences, making it an attractive year-round destination for those who savor life’s simple pleasures. This strategic rebranding follows a record-breaking year for tourism, which ranks as the county’s third-largest industry. In 2024, tourism generated over $1.2 billion in visitor spending and supported more than 15,000 jobs.
VisitErie President and CEO John Oliver unveiled the new brand, with the tagline: “VisitErie: Good Life. Great Lake.” to enthusiastic community stakeholders and business leaders this morning at the Bayfront Convention Center, which overlooks Presque Isle Bay—a fitting backdrop for this celebratory occasion.
VisitErie has not experienced a major change in identity in more than 15 years and has never had a research-based brand. “It was time for VisitErie to embrace a fresh, forward-thinking vision; one that reflects Erie as a four-season destination and better positions our region as a desirable destination among its target markets,” Oliver said. “The new brand has a stronger, more competitive identity, and we believe, successfully reflects Erie today. Ultimately, this will prepare our region for the next decade, aligning us with what our target visitors want with the assets our region offers, and showing them why Erie is a place they will want to visit again and again.”
The rebrand is the result of an intensive, strategic, 18-month research-based process spanning five phases. More than a new logo or tagline, Oliver continues, “A brand is how we want people to see us. It’s the impression we create. It’s essential in capturing attention and inspiring people to take action; in our case, choosing to visit our beautiful destination here in Erie.”
Research showed that the desires, motivations, and behaviors of visitors to Erie have evolved. Today’s visitors seek authentic, in-the-moment experiences that blend relaxation, outdoor activities, local culture, and food experiences, regardless of the season.
VisitErie’s new identity features a nautical-inspired logo, a warm and inviting color palette of lake blues and nature hues, seasonal imagery, and elements that immerse visitors in the essence of “the good life.” A sizzle reel highlights the brand pillars, which are rooted in the values that define “the good life”: a vibrant blend of community, natural beauty, and family-friendly activities for all ages.
The new brand will be integrated into VisitErie’s new summer campaign in a phased rollout across multiple markets, including Pittsburgh, Harrisburg/Lancaster/Lebanon/York, Johnstown/Altoona, Cleveland/Akron, Buffalo, Wheeling/Steubenville, W. Va., and Youngstown, Ohio.
VisitErie partnered with Red House Communications, its agency of record, to develop its comprehensive branding system, which includes new positioning, visual identity elements, and digital and advertising materials. This award-winning Pittsburgh-based agency is recognized for its expertise in tourism and economic development. Red House previously served as the branding firm for the Pennsylvania Tourism Office for more than a decade and has been VisitErie’s agency since 2023.
Gus Pine, board chair of VisitErie and executive director of Erie Events, stated, “Rebranding VisitErie to promote Erie as a true four-season destination is a crucial step for driving tourism and maximizing the economic benefits for our community. Engaging with Red House on this initiative has resulted in a branding strategy that I believe will engage new audiences and tell our brand story better than ever before.”
“Our new brand embodies authentic, unpolished moments that evoke a sense of carefree and stress-free living,” Oliver said. “It reflects what we hear time and again: being in Erie means living the good life. With Lake Erie, easy access to modern attractions and amenities, and a relaxed pace, Erie is a beautiful place to create lasting memories. Residents treasure these experiences and take pride in calling Erie their home.”
For more information, explore VisitErie.com/goodlife.
