Created in 1997, as part of the naming rights agreement of the Midwest Airlines Center, Spirit of Milwaukee’s approach to branding the region is grounded in the conviction that positive Milwaukee impressions can be successfully accomplished through creative and innovative guerilla marketing tactics aimed at garnering credible third-party endorsements. As a small organization, Spirit of Milwaukee’s greatest strength is its ability to orchestra and leverage collaborations among civic organizations and private businesses to effectively and clearly communicate the renaissance that has created the “new” Milwaukee. In addition to its leadership on numerous branding initiatives, Spirit of Milwaukee provides grant awards to qualified organizations capable of delivering quality programs which meet the goals of the organization.