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SALISBURY, MARYLAND, July 30. 2020 --
The Lower Eastern Shore Heritage Area (LESHA) recently unveiled a new brand identity for its organization. The campaign will transition LESHA’s public name to Beach to Bay Heritage Area. Accompanying the new name is a new logo, tagline, web site and social media channels.
Board President, Kristen Goller stated, “This project was a huge undertaking for us. We examined what the organization looked like from the beginning, when a committee was formed in the mid-1990s, to the present. We then looked forward to the next 20 years, working with our stakeholders to capture their vision for the future.”
The transition to Beach to Bay Heritage Area was made in an effort to provide a sense of place and strengthen the organization’s identity within the community. The Beach to Bay Heritage Area will continue to build upon its existing reputation as a trusted funding organization for the communities of Somerset, Wicomico and Worcester Counties. It will also pursue outreach efforts to expand its visibility within the community in an effort to enhance its mission to promote, preserve and protect the cultural, natural, and historic heritage of the lower Eastern Shore.
The branding campaign, spearheaded by Andrea Vernot of Choptank Communications was funded through a $22,500 grant awarded in August 2019 by the Rural Maryland Council’s Maryland Agricultural Education Rural Development Assistance Fund. The process was opened for input by community stakeholders and guided by the talented board of directors.
Lisa Challenger, former tourism director for Worcester County was brought in to assist with the execution of the new branding.
The Beach to Bay Heritage Area is one of thirteen Certified Heritage Areas, under the Maryland Heritage Area Authority (MHAA), whose mission is to foster
partnerships between government, business, and nonprofit organizations to promote a more livable and economically sustainable communities. Each heritage area strives to preserve and celebrate Maryland’s history, cultural traditions, and natural areas through grants, loans, tax credits and other tools.
The new branding and marketing plans will inspire, inform, interpret and increase visitation and engagement to the shores attractions, historic sites and destinations.
Visit www.BeachesBaysWaterWays.org for more information.
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