Someone forwarded a copy of an e-mail that Roger Brooks of Destination Development, the company hired to help Rapid City brand itself, sent to the local branding team.
I thought I’d pass it along to see what we all think — even though we’re not on “the team.”
<>Hi Team:
Thanks for your assistance with the Rapid City effort. We have three final tag lines to be used as part of the external marketing efforts in bringing people to the Black Hills area. Which of the following three tag lines do you think would do the best job of encouraging people to visit the area? Some of you may think none of them has that much pull, but of the three, which one would most likely get you to perhaps “check it out” or would help promote Rapid City as a “must visit” destination (which, of course, the area is):
1• The Great American Road Trip
2• The Grand American Experience
3• A Real American Treasure
Thanks!
As an FYI, the three above plus “Big Monuments. Big Fun” and “Real. America. Up Close” rounded out the top five in our testing with more than 100 people, both locally, and across the country.
With regards to the local tag line (once people are in Rapid City) came down to two finalists:
• Days in the Hills, Nights in the City
• Light up the night!
We are inclined to go with “Light Up The Night!” over “Days in the Hills, Nights in the City” so that visitors will not make the assumption that there’s no reason to go downtown during the day, but instead to always head out to the hills. “Light up the night!” is simply an invitation to head downtown in the evening for dining and entertainment.
In testing the downtown plaza area the finalists were:• Lakota Square
• Fountain Plaza
We are inclined to go with Fountain Plaza for a couple of reasons:1. While most people outside the area had no idea what “Lakota” was or meant, they thought it sounded nice, thus it was a finalist.
2. On signs “Lakota Plaza” might be thought of as a mall, or corporate center.
3. “Fountain Plaza,” posted on signage, while certainly unoriginal, says exactly what it is and would probably do a better job of getting passers-by to stop. The name gives it away as a destination - a fountain plaza - which are primary lures in many successful and up-and-coming downtowns.
Comments? Ideas? Can you live with these? It’s not a done deal until our Rapid City team speaks.
All the best,
Roger Brooks