“Get Away, Right Away” is more than just a great idea

— For the people of Genesee County, “get away, right away” is more than just a great idea. It’s the cornerstone of a new brand identity and marketing campaign promoting their Genesee County Parks.

This fall, Michigan’s largest county park system — with more than 11,000 acres of woods, water and recreational amenities — is bringing a fresh new look and feel to its advertising, brochures and online presence.

This new approach showcases the limitless ways the 21 Genesee County Parks offer the people of Mid- Michigan (and beyond) a wonderful opportunity to take a break from the stresses of everyday life.

Parks Director Amy McMillan describes the new campaign as a celebration of the spirit of Genesee County: “People from Genesee County tell me they take a lot of pride in the quality and diversity of the park system. And people from outside the area tell me how surprised they are when they find out everything Genesee County Parks has to offer. That’s what we wanted to shine a light on.”

The campaign was produced in partnership between Birminghambased branding consultant Mark Lantz, who was one of the creators of the award-winning Pure Michigan campaign, and Flint’s own Olmsted & Associates. Together, they’ve created new print, outdoor, radio, internet advertising and brochures. Said McMillan: “Launching this new campaign was a great opportunity to take advantage of the storytelling approach Mark brings to building brands and match that up with Olmsted & Associates’ expertise about marketing in Flint and Genesee County.”

Olmsted & Associates, one of the region’s most prominent communication firms, is also in the process of restaging the Genesee County Parks website. The new www.geneseecountyparks.

will launch later this fall.

The campaign also showcases the powerful imagery of Bay City-based photographer Kent Miller. Miller, a former staff photographer with the Flint Journal, was the Grand Prize winner of the 2009 Pure Michigan Photography Pro’s Competition, in which he bested nine other experienced photographers from across the country with his stirring coverage of Flint and Genesee County.

A press conference to unveil the full campaign will be held at For-Mar Nature Preserve and Arboretum on Oct. 14 at 9 a.m. — G.G.

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