Hartford Messaging Project Brand Positioning and Creative Options Public Engagement July 2011 Twitter hashtag: #HartPM! 1!
Roadmap Positioning Roll Out• Focus Groups • Campaign• Stakeholder and Targeting Options Interviews • Segmentation • Public • Prepare Study Engagement • Launch • Positioning • Sustain and Target Audiences Campaign Discovery Platforms Spring 2011 June July 2012 2!
A Brand Strategy ThatHartford Can Deliver On LIVE! 22!
Hartford. LIVE! Spontaneous. Alive. Exciting. In person. In the ﬂesh. When it’s live… it only happens once. Be a part of it. Unforgettable. Unrepeatable. Live theatre. Live sports. Festivals. Science. Culture. Music. Living art and history. Parks. Gardens. Trails. Nature. Fine dining and clubs. Experience Hartford. Live. 23!LIVE!
Concept 1A playful asterisk tells the real story of Hartford – a place where livemoments connect one experience to another. The asterisk, with a star inits center, also doubles as a burst of energy, an explosion of color,fireworks, or simply a celebratory bloom in spring.
Concept 1Hartford is alive with history. Yet playing out in front of this historical backdropis a vibrant city where exciting new events are constantly unfolding. Everyday in Hartford is a new opportunity for people to go out and create their ownmemories – their own history.