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City of Zeeland’s marketing gets creative, and super cute

"Feel the Zeel" onesies
Gary Brower
The Holland Sentinel
City of Zeeland approves giving out "Feel the Zeel" onesies

A few years ago, Zeelandchanged its slogan from “People, Product, Progress” to “Feel the Zeel”. The hope was to re-brand the small community; highlight its strengths in design and innovation, schools, and quality of life.

This week, city council approved spending $2,000 on these (come on, they’re adorable) onesies featuring the new brand. The Holland Sentinel reports the hope is to, in a small way, touch the city’s target demographic – 25 to 45 year-olds. City Marketing Director Abby deRoo reasoned it’s an age where people are starting or expanding their families.

“I think it’s a very creative and non-intrusive way to celebrate with these new families,” she told the paper, “It is one of the best experiences of their lives and this let’s the Feel the Zeel brand and the community be a part of that.”

She expects to give away around 550 onesies to proud parents of babies born at Zeeland Community Hospital this year.

deRoo says they could consider sponsoring the outfit next year.

Lindsey Smith is a Peabody Award-winning journalist currently leading the station's Amplify Team. She previously served as Michigan Public's Morning News Editor, Investigative Reporter and West Michigan Reporter.