TOWSON, MD—Baltimore County officials on Tuesday unveiled Discover Baltimore County, a bold, comprehensive new branding and marketing initiative that aims to attract visitors and further establish the county as an unexpected destination for travelers.

“Located in the heart of Maryland, Baltimore County offers something for everyone, including miles of beautiful waterfront, rolling hills, vast swaths of farmland, and hundreds of miles of hiking and biking trails,” said Baltimore County Executive Johnny Olszewski. “Anytime is a great time to visit Baltimore County and explore our diverse communities, thriving dining scene, and wealth of activities — enjoying new experiences and creating lasting memories.”

Created in partnership, leading brand transformation agency Marriner Marketing utilized data and comprehensive market research — including engaging local stakeholders, interviewing past and potential visitors, and reviewing traveler sentiment and desires. As a result, Discover Baltimore County is focused on highlighting the County’s diverse assets and encouraging visitors to explore everything Baltimore County has to offer.

“As we launch this exciting new tourism campaign, we invite visitors to discover Baltimore County’s unique tapestry of experiences, blending the familiar with the unexpected,” said Abigail Vitaliano, Deputy Director of the Baltimore County Department of Economic and Workforce Development. “From hidden gems to iconic landmarks, our diverse offerings promise surprises at every turn and will help generate memorable experiences and lasting connections within our community that will last a lifetime.”

Along with the transformative marketing and branding initiative, Baltimore County on Tuesday launched a new website featuring themed guides including Hiking and Biking, Water Adventures, and Wineries of Baltimore County. The new website provides suggestions and stories that highlight many of the County’s diverse offerings to help visitors plan their experience. Additionally, an event calendar shares an array of activities and happenings to include on the visit itinerary.

Discover Baltimore County‘s new branding features a blend of bright colors, authentic imagery, and lighthearted messaging. The look and feel positions the county as a vibrant, enticing destination while showcasing its natural beauty and hidden gems.

Beginning this week, the campaign will include streaming, digital audio, and online advertisements which will run in targeted markets. As part of this effort, Discover Baltimore County will air 30-second digital “audio tours” which will weave an enticing narrative similar to a mystery novel or a treasure hunt, inviting listeners to discover hidden gems and lesser-known attractions in Baltimore County.

More in the video below.