The long-awaited Colorado Springs regional brand will be announced Nov. 15 during a press conference at the Pioneers Museum.
The brand and slogan is under wraps until then, said Chelsy Murphy, spokeswoman for Colorado Springs Convention and Visitors Bureau, which led the charge on the creation of a regional brand for the Colorado Springs region.
The brand has been in the making since May, when the CVB, as part of the Colorado Springs Mayor’s Branding Task Force, hired Stone Mantel brand and strategy firm with the express mission of formulating a branding platform. The goal of a city or regional brand is to position the city as a front-running community for economic rebound, the taskforce said when it announced the contract with Stone Mantel, a Colorado Springs-based firm.
Stone Mantel interviewed nearly 200 people in Colorado Springs and hosted a two-day meeting with local business leaders to drill down on the reasons why people are attracted to work and live in Colorado Springs. People were stopped and questioned on the street, visitors were stopped at the Colorado Springs Airport and historians were interviewed in an effort to find “the essence” of Colorado Springs.
The firm is responsible for the Anchorage, Alaska slogan “Big Wild Life” which is now used in the city’s campaign for tourism, business recruitment and self identity.
Stone Mantel presented the task force with about six possible slogans in mid-September. The CVB hired an Oklahoma City-based research firm, WPA Opinion Research, to test the slogans before the task force settled on one. In all, the project cost $111,000 paid for by the CVB.
Other famous city brands or slogans include, “What Happens Here Stays Here,” “Cleveland Rocks” and “The Sweetest Place on Earth.”
The Colorado Springs Mayor’s Branding Task Force hopes that businesses will incorporate the new city slogan into the 2012 advertising marketing and public relation efforts.
The announcement of the brand promises to be a big event with remarks from Mayor Steve Bach, El Paso County Commissioner Amy Lathen, Colorado Springs Regional Economic Development Corps Board chairman Doug Quimby and CVB’s CEO Doug Price.