CITIES, GROWTH COUNCIL LAUNCH BRANDING CAMPAIGN
FOR IMMEDIATE RELEASE:
FOR MORE INFORMATION CONTACT:
Paul Badeau
Lewiston-Auburn Economic Growth Council
784-0161
August 04, 2003
The Cities of Lewiston and Auburn, in conjunction with the Lewiston-Auburn Economic Growth Council and the Androscoggin County Chamber of Commerce, have launched a new vision and branding campaign called “It’s Happening Here!”
Officially launched at the third L/A Excels Community Convention in May, the multi-year campaign aims to promote the Twin Cities as a community of abundant opportunity – an area in the midst of transformation. The ultimate goal is to be seen as a leading Maine community in the areas of economic development, the arts and culture, health care, education, recreation, and diversity.
The campaign is based on extensive qualitative and quantitative research involving residents of Lewiston-Auburn and non-residents within a 40-mile radius of L-A. In all, a more than 750 people were interviewed and asked their thoughts and opinions on the area’s business climate, health care services, and quality of life issues such as education, culture, and safety. Based on survey results compiled by Pan Atlantic Consultants, a five-year marketing plan was created to change misconceptions and create awareness of local assets and strengths which have not been capitalized adequately.
A blue, red, and yellow logo was created and will be used extensively in print ads, banners, and TV promotion. Initially, the campaign focuses on “building the army,” or garnering support and awareness within the local community through presentations, public relations, and special projects. The next phase involves making the campaign visible through banners, lighting of public landmarks, mass media, and other means. Lastly, the campaign focuses to a greater extent on audiences outside the community and state.
For more information on the campaign, contact pbadeau@economicgrowth.org.
