Anaheim: The Power of Awe
Every day in Anaheim, California, people see and experience amazing things. From a young child hugging Mickey Mouse at Disneyland to a teenager getting an autograph from Albert Pujols at an Angels game; from a group of friends sitting in the front row at an Anaheim Ducks hockey game to a couple enjoying a spectacular west coast sunset; this special place truly has the power to amaze and inspire visitors and residents alike.
It is this unique ability to engender a sense of awe and wonder that truly sets Anaheim apart from other destinations. So, when MMGY Global was commissioned to define and develop a new brand identity for this west coast city, these emotions ultimately inspired the effort. MMGY’s work culminated in the articulation of a new brand essence for the destination, Anaheim: The Power of Awe.
For many years, Anaheim has struggled to broaden its identity beyond just being home to Disneyland. It has found it difficult to position itself as a serious destination for major meetings and conventions when it is so closely connected with Disneyland in peoples’ minds. The Power of Awe transcends the assets and experiences (i.e. “the stuff”) available to visitors and gets to the powerful emotions this destination embodies. People can experience this sense of wonder and awe throughout the destination, yet it remains perfectly consistent with, and complementary to, the Disney experience.
Anaheim introduced The Power of Awe brand this past year with great fanfare, including bi-coastal launch events, a new advertising campaign, and an updated website. As a result, measured interest in visiting the destination has already increased 17% according to the MMGY Global 2016 Portrait of American Travelers® study. It is truly an awe-some example of how a destination can redefine itself, broaden its appeal and its story, and bring its residents together towards a common vision all at the same time.