Visit Bellevue, the official destination marketing organization for Bellevue, has launched a new tourism branding campaign. Partnering with creative agency 62ABOVE, the organization aims to redefine Bellevue as a premier Pacific Northwest travel destination.
The campaign, titled “Unexpect It”, reflects Bellevue’s growth from a quiet tech city into a modern basecamp for Seattle and beyond. Positioned between lakes and mountains, Bellevue offers natural beauty alongside urban luxury. Visitors can enjoy top-tier restaurants, plush hotels, and world-class shopping.
“Bellevue keeps evolving in unexpected ways,” said Brad Jones, Executive Director of Visit Bellevue. “This branding captures our energy—innovative, inclusive, and always surprising. From food to adventure, Bellevue offers an unmatched variety.”
A SPIRIT OF INNOVATION
The rebrand follows Bellevue’s best tourism year yet in 2024. Over 80 new restaurants opened, and the city welcomed the region’s first InterContinental hotel. Visitors can now explore award-winning food tours, culinary festivals, and electric lake cruises.
Bellevue’s tech-forward identity continues to guide its growth. The city is walkable, sustainable, and easy to explore. Initiatives like the Bellhop electric rideshare and a carbon-free goal by 2040 support its eco-friendly mission.
Launching in 2026, the East Link light rail will connect Sea-Tac Airport, Downtown Bellevue, and Seattle. These developments reinforce Bellevue’s push to become a leading sustainable tourism destination.
A BOLD NEW LOOK
Visit Bellevue also introduced a new tourism branding identity and logo. The design merges clean fonts with handwritten style, balancing tech and nature. It highlights Bellevue’s role as a city within a park.
Visuals include evergreen trees, mountain peaks, and a compass rose. These elements showcase Bellevue as a gateway to Washington’s natural wonders, including national parks and wine regions.
“This project with Visit Bellevue is a privilege,” said Greg Carson, President and COO of 62ABOVE. “We’re telling Bellevue’s unique story through a powerful tourism brand.”
THE MESSAGE: UNEXPECT IT
Extensive research revealed one theme: Bellevue surprises people. The “Unexpect It” message reflects traveler feedback and local insight. Visitors find luxury, nature, and warm hospitality all in one place.
This message powers Bellevue’s destination marketing across digital, print, and event platforms. The campaign invites curious travelers to explore what makes Bellevue exceptional.
A highlight of the rollout is the VueFinder, a mobile welcome center. Found at events and downtown spots, it introduces travelers to Bellevue’s accessible luxury and natural beauty.
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News Source:Businesswire.com
