Abridged article from local newspapers re "See Sudbury" to which Mr. Keir refers.
First a quick overview of our current situation: We have a negative image, but those who visit Sudbury have their eyes opened. In other words they need to see for themselves. Once they see and experience what we have to offer they become ambassadors for the city. We have all heard the praises of those who have visited our city. So, how to get people here who have never been before, and how to do it in an economical cost effective manner?
Our message needs to be simple, direct, easily remembered and a call to action. The campaign and branding I am suggesting would be called: “See Sudbury” – and as it we want people to see us at our best, and for maximum effect, it would likely be expanded to “See Sudbury – this Summer”. I have provided some examples (attached sample ad layouts that could be used for newspapers and magazines and short radio and TV ads. The key to this promotion is relatively low cost advertising promoting a www.SeeSudbury.ca website coupled with extensive back up promotional material that would be made available to the media and the public, both through the internet, in print, and quite possibly CD’s.
To support the campaign there has to be special effort made to provide visitors (whether here for pleasure or business) with an experience that exceeds their expectations. Businesses in the hospitality industry have to be very co-cooperative in this endeavor with special incentives for first time visitors. Our various tourist attractions likewise have to be very pro-active. There has to be sample itineraries and activities, tours, attractions etc. laid out for visitors to choose from that cater to the various interests of families, couples, business people, seniors etc.
The “See Sudbury” campaign is not only for outsiders by can be directed at our own residents, many who need to have their eyes opened as to how “great” a community we really are. The same types of guides and information we would provide for tourists could be modified to give to residents to assist them in helping their own guests visiting the city to have a great experience, while at the same time opening our own citizen’s eyes to our attractions, history etc. The local media could also be recruited to assist in this endeavor.
The “See Sudbury” slogan, branding, call to action or awareness campaign (whatever you want to call it) allows for elaboration or add on messaging – like, “an experience to remember” “experience the difference” “for a unique vacation” “nearer than you think” “bring the family”, are just a few examples.
Further elaboration can be provided to get potential visitors to go to the website with “catch” statements like, “first time visitor specials” “special senior’s packages” “low family rates”. All of this can be delivered in relatively small cost efficient ads with the goal of attracting potential visitors to our web site, which must be particularly attractive, easy to navigate and which must be able to be convincing enough to sell Sudbury as a place to “see” and experience, and to tell their friends about.
What I have described is basically a modified and elaborated “sampling” or introducing type of program used by many businesses and organizations to encourage new customers to experience their products and/or service. It is based on our current perceived “image” problem and how to address it. To summarize: I suggest a simple, direct, easy remembered, call to action directive “See Sudbury” campaign or branding for external and in city use that can be employed in multi-media applications with potential for supplementary messaging and in a cost effective manner.