Fox Lake unveils new marketing campaign, logo

Fox Lake officials hope a new marketing campaign focusing on the future while remembering the past will bring tourists to the former resort town on the shores of the Chain O' Lakes.

Using the tagline "Anchoring Traditions ... Linking the Future," the new initiative is designed not only to strengthen the community and connect with residents, but also to appeal to tourists with the goal of becoming a destination for Illinois and Wisconsin residents, Mayor Donnie Schmit said Wednesday.

"This branding piece is the perfect way to link our rich history to our present and future," Schmit said. "Fox Lake is full of fun family events, and this is a way to let our residents and visitors know about them."

The tag line and a new logo featuring a large anchor will be used on village signs, letterheads, shirts and other items, village administrator Anne Marrin said.

In addition, the village is using "Time to Celebrate Fox Lake" to launch the rebranding campaign on Fox Lake festivals, Marrin said. Those events include the village's concerts and movies by the lake, Venetian Night, the Cardboard Boat Race, the Mayor's Challenge Pasta Dinner and 5K Race, the Holiday Parade & Tree Lighting Ceremony, and the annual Polar Plunge.

"We have a great opportunity to make Fox Lake a destination place," she said. "There is a great opportunity here to get people to stop here before heading to Lake Geneva."

Marrin said the marketing company was hired in May and the campaign costs $2,200 a month.

In addition, she said trustees budgeted $15,000 to cover the initial cost to change to the new logo this year.

She said existing business cards, letterhead and shirt supplies will be used up before new items featuring the new logo and tagline will be purchased.

"They are doing the branding for us," Marrin said of the marketing company. "They are sending out news releases and information to people, not just to village residents, but other villages as well. Plus, they have assisted us in getting outside sponsorships for our events, so we are not just going to our local businesses for money."

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