Destination: Muncie
Putting Delaware County on the map
THE STORY
When the Muncie Visitors Bureau decided it was time for a new identity, they reintroduced themselves as Destination: Muncie. Their team collaborated to develop the identity, and from there, Destination: Muncie needed a partner to help bring the new brand to life.
Working with the Destination: Muncie team, the new identity was turned into a living, breathing brand experience for the community. To start, a redesign was needed for their website to reflect the refreshed look and feel. New social media channels were created from the ground up and a comprehensive brand guide was developed to ensure cohesion and consistency in every piece of communication.
Finally, a brand launch party was planned to bring the community together—a milestone event that marked a new chapter for Destination: Muncie and highlighted what the future of tourism could look like for Delaware County.
THE OPPORTUNITY
Shortly after the rebrand, Destination: Muncie went through a leadership transition. During this pivotal time, the organization needed a marketing partner to help them build credibility, trust, and visibility in the community.
With a bold new identity and a growing ambition, Destination: Muncie partnered with Intersection to implement new marketing strategies and help shape the way the organization connected with businesses, partners, and community members.
THE PLAYBOOK
Our work together shifted from implementation of the rebrand to high-level strategy, helping the organization define how to represent its brand, engage the community, and grow awareness across digital channels.
Website & Content
Destination: Muncie started by evaluating how the brand was positioned online and identified opportunities to attract more visitors and encourage interaction. This included expanding website content around iconic local assets like Garfield and developing a social wall to encourage community-generated content.
Experience Guide
One of the biggest shifts came with the annual Experience Guide. Through strategic planning, Destination: Muncie developed opportunities for local businesses and community partners to participate in tourism promotion through the magazine. These efforts strengthened community ties and positioned the organization as a central connector in Delaware County. The partnerships also turned the project from solely an expense to a profit center that made more things possible with the overall budget.
Collaborative Leadership
Once compelling content solidified the foundation of the organization’s messaging, Intersection encouraged Destination: Muncie to take a leadership role in gathering tourism affiliated partners for quarterly gatherings. The team sought partners to host. Destination: Muncie and Intersection developed the agendas and helped convene the right collaborators.
Just one year into the strategy, meetings have grown to over 50 participants with a waiting list to host. More importantly, Destination: Muncie is now seen as the leader of all tourism-related activities, and attendees are meeting with one another between the official sessions.
THE ACTION
Destination: Muncie’s story rolled out through a multi-channel approach:
Digital Ads & Social Media
With little prior social media following and no experience running social ads, the organization launched campaigns to attract followers to its new Facebook page. Paid ads introduced the brand to the community and helped drive awareness.
Alongside paid campaigns, Destination: Muncie invested in organic content showcasing long-form blogs and community-focused posts that encouraged interaction and conversation. By monitoring engagement and learning what resonated with followers, the organization continuously refined its approach, creating an online presence that reflected both the brand and the community it serves.
Experience Guide
The 2025 Experience Guide became another centerpiece of their marketing efforts. With Destination: Muncie’s strategic partner involvement, the collaborative approach strengthened relationships with local businesses and made the Experience Guide the most printed and most widely viewed edition yet turning it into a key tool for engagement and revenue generation.
THE IMPACT
The results of the new brand strategy and implementation speak volumes:
Social Media
Grew from zero to 11,000+ followers on Facebook within the first year.
Partnerships
Built from scratch to 50 committed partners through the new Experience Guide package.
Community Trust
Destination: Muncie is now seen as a credible, engaged leader for local tourism and community promotion.
Today, Intersection serves as their fractional CMO, helping shape strategy, budget, and implementation so that the brand can keep growing and thriving.