For the love of Branson: ‘Where my heart sings’

“Where there’s still joy in simple things, this is Where My Heart Sings” echoes the last line in the song that will define the Branson marketing campaign moving forward. Personally, when I think of destination marketing slogans that embody the spirit of cities around the country, I am drawn to those with staying power that have embedded themselves into the national zeitgeist. “I Love New York” and “What Happens in Vegas” initially spring to mind. Now unfortunately, Branson has been underserved by a sloppy version of what I call “sloganeering” in the past. I won’t criticize specific marketing campaigns here that our community has embarked upon in the past. However, there have been pithy “talking points” which have made their rounds such as “not your Grandma’s Branson” and an attempt to be derivative of the Las Vegas slogan, namely “What happens in Branson, you can tell the whole world.” The primary difference between those previous attempts at a tagline to accompany our marketing strategy and the newest effort is right in the phrase itself…heart.

     Instead of defining Branson with a slapstick attempt at humor, Branson’s Chamber of Commerce Chief Marketing Officer Heather Hermen has partnered the city up with a consulting firm called Cultivator to develop a marketing strategy that hits home. And as opposed to the message being delivered in Branson’s commercials by a disembodied suitcase with oversized sunglasses (if you know, you know), Heather and her team enlisted the world famous roots band, The Petersens, who call Branson home, to carry our message forward. And just like any iconic piece of Branson marketing should be, it was sung to us by the siblings ending with that beautiful refrain from the voice of Ellen Petersen Haygood …”where my heart sings.”

     In my humble opinion, I see the unveiling of the “Where My Heart Sings” campaign as a monumental decision in Branson history. As someone who has spent his entire adult life advocating for Branson’s live music show industry, this musically inclined marketing campaign fulfills everything I’ve ever fought for. And as the small bits of the commercials we’ve seen so far showcase, it actually transcends one industry to include everything Branson has to offer. With a bluegrass style Branson anthem as the background theme song, we are shown scenes from our lakes, attractions, Silver Dollar City and much more. What a perfect way to tie the entirety of Branson’s products in a presentable bow than to simply sing it with as much heart and passion as already resides in this community.

     Now, The Petersens are no strangers to Branson’s symbolic reverence. When I first launched my Song of Hope Movement, I sent out a clarion call to local songwriters and producers to see if they could come up with an official song about Branson. Not a tongue in cheek version like Glen Campbell’s “Mansion In Branson” but a heartfelt ode to our home. And Katie Petersen did just that! She wrote an original song that the band recorded entitled “My Ozark Mountain Home,” and at city hall we proclaimed it the first official song of Branson. However, we did so with one caveat, that it would be joined in the future by additional songs that define Branson’s character and tell our story. So move over “My Ozark Mountain Home,” you may have another Petersen song to stand beside in honor of our community.

     But truly the people we have to thank for this are Heather Hermen who I’ve already mentioned and Chamber CEO Pam Yancey. These two women took over an organization that from time to time found itself on a different page than the current Branson city administration and steered the ship so that all the boats were rowing in the same direction as we like to say. And if you like what you are hearing about “Where My Heart Sings,” wait until you hear the Ozark Mountain Christmas version!