Branding positioning and creative options for hartford

1!

Hartford Messaging Project

Brand Positioning and Creative Options

Public Engagement July 2011

Twitter hashtag: #HartPM!

2!

•  Focus Groups •  Stakeholder

Interviews

Discovery

•  Segmentation Study

•  Positioning and Target Audiences

Positioning and Targeting • Campaign

Options •  Public

Engagement

Campaign Platforms

•  Prepare •  Launch •  Sustain

Roll Out

Spring 2011 June July 2012

Roadmap

22!

A Brand Strategy That Hartford Can Deliver On

LIVE!

23!

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.

LIVE!

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Concept One

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A playful asterisk tells the real story of Hartford – a place where live moments connect one experience to another. The asterisk, with a star in its center, also doubles as a burst of energy, an explosion of color, fireworks, or simply a celebratory bloom in spring.

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Hartford is alive with history. Yet playing out in front of this historical backdrop is a vibrant city where exciting new events are constantly unfolding. Every day in Hartford is a new opportunity for people to go out and create their own memories – their own history.

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