There is a certain irony in this clumsy attempt to re-brand Dallas with the tagline “Big Things Happen Here”.
As you know better than anyone, the City has tried to marginalize and ultimately disown the biggest thing that has ever happened in Dallas (or likely ever will happen in Dallas) for nearly half a century.
This has culminated in their attempt to impose a lockdown on Dealey Plaza for the 50th anniversary of JFK’s assassination next year, in conjunction with the Sixth Floor Museum.
With the 40th anniversary experience in mind, coupled with the reach of social media and the potential of crowd sourcing/flash mobbing (not available in 2003), it is conceivable that 10, 15 or 20 thousand people could descend on the Plaza next year.
The City of Dallas may find it necessary to re-define the term “Big” in a hurry.
Paul Hemming, JFK assassination researcher
Dallas unveils new brand: Big things happen here
Dallas Business Journal by Candace Carlisle, Staff Writer
Date: Friday, October 26, 2012, 10:01am CDT
Dallas unleashed a new branding campaign Friday morning at the annual Dallas Convention and Visitors Bureau meeting in hopes of boosting the city’s image and presence.
Dallas’ new message: Big things happen here.
The brand — including a new tag line and logo —will get the help of $5 million from the City of Dallas. The funds are raised through a self-imposed hotel tax, or a 2 percent fee. The advertising campaign will cost $3.5 million of those funds, city officials said.
Essentially, it’s about branding the city as a success, where optimism meets up with opportunity, said Phillip Jones, president and CEO of the Convention and Visitors Bureau.
“People think of Dallas as being a business destination, but not a leisure destination,” Jones told the crowd during a panel discussion about the new branding campaign with Mayor Mike Rawlings and TracyLocke CEO Beth Ann Kaminkow, who will head the campaign’s marketing efforts.
The new branding campaign replaces Dallas’ previous tagline: Live Large. Think Big.
Although the news was announced at the bureau’s annual meeting, the branding will hit home with the Dallas Arts District, the Margaret Hunt Hill Bridge and sports teams such as the Dallas Cowboys, said Rawlings.
“This is a way to package and tell our story in a new way,” Rawlings said. “We are letting the CVB lead the effort. They are marketing it, but there’s a higher voice out there.”
The TracyLocke agency led the nine-month qualitative and quantitative research, as well as the marketing of the new brand. The agency showed a “sizzle” video with aerial shots of Dallas skyline a la Dallas, the television show, at the announcement.
The agency has worked on similar projects with companies, such as PepsiCo, TMobile, Samsung, and Yum Brands.
“At times, Dallas can come off a little corporate, we want to dial up the sex appeal for our city,” Rawlings said.
The new branding campaign will kick off in January.