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Article Excerpt
"BIG WILD LIFE IS A BRAND THAT CAN MEAN SOMETHING DIFFERENT TO EVERY CONSUMER--YOU'VE GOT TO LET THEM DECIDE WHETHER 'WILD' IS GREAT NIGHTLIFE OR A MOOSE WALKING DOWN THE STREET."
Bill Geist, Owner * Zeitgeist Consulting
Think Big Wild Opera. Big Wild Summer. Big Wild Animals. Big Wild Job Openings. Anchorage's new brand, Big Wild Life, may have had a rocky start, but it's so much a part of the vocabulary now that it has its own parody on YouTube.
"It's growing organically," said Nance Larsen, vice president, communications & marketing programs for the Anchorage Convention & Visitors Bureau. ACVB, funded by Anchorage's hotel bed tax, is the official marketing arm for the Municipality of Anchorage.
ACVB partnered with the Municipality of Anchorage and the Anchorage Economic Development Corp. to develop the new brand, which was based on existing research on Anchorage; new research, including interviews with visitors and decision-makers; and a public forum. The brand was designed to appeal to residents, visitors and the business community.
SPLIT THE POT
The three organizations spent $80,000 for the...
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