2009 03 16
March 26, 2009, Halifax, NS - The Downtown Halifax Business Commission (DHBC) has launched a new brand and comprehensive ad campaign to promote business, shopping, entertainment and culture in Downtown Halifax. The new brand was developed by Extreme Group, an award-winning marketing and advertising agency based in Downtown Halifax.
“We’re proud of the new campaign Extreme Group has developed,” said Paul MacKinnon, DHBC Executive Director. “It’s a bolder approach than what we’ve done in the past but it captures the essence of Downtown Halifax and what it aspires to be. We knew that we wouldn’t get a mild-mannered campaign when we chose Extreme to work on the new brand.”
The new brand and tagline, “Where the Maritimes Meets the World” reflect Halifax’s history as a port city and its evolution as the hub of Atlantic Canada. Downtown Halifax is the most diverse area in the region; has the most eclectic and innovative mix of stores, dining, arts and architecture; is the most cosmopolitan; is the most visited; hosts the majority of national and international events and conferences; and is the gateway to international and regional trade. The tagline and the brand represent where all of these things come together.
“We’ve enjoyed a strong, collaborative relationship with DHBC throughout this process,” said Andrew Doyle, President of Extreme Group. “We share DHBC’s passion for the success of Downtown Halifax, and together we were able to translate that passion into a strong, honest brand representation for the organization.”
The new campaign tells of a “missed opportunity,” by recounting a story that could have happened. These stories illustrate the vibrant and diverse retail, services, restaurants, entertainment and culture in Downtown Halifax. The goal is to encourage people to “tell a better story” by taking part in all that Downtown Halifax has to offer. The campaign is designed with flexibility and can easily be adapted to speak to different audiences: those living and/or working Downtown, tourists, and those living outside of the Downtown core.
Part of the re-branding process is a redeveloped website for DHBC. The new website will first be launched as a micro-site, featuring the new look and feel and a selection of content, with the full website launch to follow by the end of April. The new URL will be http://www.downtownhalifax.ca and during the transition, DHBC’s old website will still be accessible at http://www.downtownhalifax.ns.ca. The website will tap into social media networks by featuring a blog by Executive Director, Paul MacKinnon; live feeds from Twitter; the ability to link content on other social networking sites such as Facebook; and enhanced video and photo content including podcasts.
For more information and interview requests, please contact:
Ivy Ho, Director of Communications and Marketing
Downtown Halifax Business Commission
Tel: (902) 428-5433
Email: (JavaScript must be enabled to view this email address)