Above: The new “Born to Celebrate” campaign aims to appeal to tourists and residents in Mobile. (Visit Mobile)

If you haven’t seen the “spirited, soulful” video making the social media rounds the past few days, take the minute and a half required and acquaint yourself with Mobile’s new rallying cry.

We’ll wait.

Art Webb, president and chief executive officer of BCF Agency, debuted the high-octane spot during Visit Mobile’s recent annual meeting, explaining the 13-month process involved with rebranding the more than 300-year-old port city in a fashion that not only attracts newcomers but invigorates residents and front-line ambassadors.

A successful brand, he said, speaks to consumers on an emotional level.

And a successful destination marketing brand – in which his Virginia Beach, Va., firm specializes – “telegraphs the emotional relevance” of a locale’s identity.

“It delivers an emotional payload in such a way that people (receiving the message) know (the destination) is good for them, their families and their souls,” Webb said.

In turn, the BCF team set about “understanding the real truth of this place” by conducting more than 100 interviews with citizens from all walks of life; stopping visitors on the street for feedback; and poring over historical and current data.

Mobile’s new “Born to Celebrate” brand identity not only captures the city’s hospitality, he said, but empowers every resident to deliver the message.

“(Tourists) are people who import dollar into our local economy … so we have to be sure we trigger emotions and expectations we can do a really good job delivering on,” Webb said. “When travelers come to a destination, if they don’t feel the reality of what they were promised, the odds of them coming back are not great. Be those spirited, soulful, hospitable people that you are. All your voices together can help deliver on this promise.”

Can the home of the beautiful and serene Bellingrath Gardens really be the second most stressed city in the nation? (Visit Mobile)

Mobile’s established and emerging restaurants are create an inviting culinary scene. (Visit Mobile)

Music and entertainment like the Excelsior Band add to the celebration in Mobile. (Visit Mobile)

Mobile Bay adds to the flavor and beauty of Mobile. (Visit Mobile)

The moonpie drop in downtown Mobile on New Year’s Eve is a unique celebration. (Visit Mobile)

Mobile is home to the nation’s oldest Mardi Gras. (Visit Mobile)

Mobile Carnival Museum tells part of Mobile’s rich history. (Visit Mobile)

Mobile wants to appeal to tourists and locals with new campaign. (Visit Mobile)

Avenue of Oaks at Spring Hill College is a popular photo spot. (Visit Mobile)

The USS Alabama Battleship and park is one of the city’s most popular tourist destinations. (Visit Mobile)

Mobile Mayor Sandy Stimpson said the “indicators of a renewed spirit” are visible across the city, from the GulfQuest National Maritime Museum of the Gulf of Mexico and the pending 2016 resumption of Carnival cruise service, to new restaurants opening on a seemingly weekly basis and the continuous creation of jobs via new economic development announcements.

Mobile City Council President Gina Gregory said with nearly 3 million visitors making the trek to Mobile each year, “tourism is truly a vital part of the economy” requiring more than 15,000 front-line employees each year.

Mobile County Commission President Jerry Carl said, as a “bottom line type of guy,” he realizes tourism dollars could literally go anywhere, and they don’t make their way to Mobile by accident.

“It doesn’t just happen. (There’s) a lot of effort by a lot of people,” Carl said.

Al Hutchinson, president and CEO of Visit Mobile, said every local resident can play a vital role in moving the “Born to Celebrate” brand forward.

Why?

Because as much as the aggressive strategy is about delivering the Mobile message more effectively, it’s also about “reviving the passion of our local folks” and realizing “everybody has a role” to play in sharing the story.

(Alabama NewsCenter Graphic/Jay Parker)