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   Giving our City a Unified Voice
   Integrated/Columbus Image Collaborative/The Americas/Fahlgren Mortine

Challenge

Columbus, Ohio has forever lacked a distinct, recognizable image. In 2009, as Columbus began approaching its Bicentennial, the Mayor of Columbus launched the 2012 Bicentennial Commission, which resulted in the formation of a number of committees dedicated to improving aspects of the community in time for the 2012 celebration. A marketing committee focused on the intent to build an identity and campaign for the city.

Response

Fahlgren Mortine is engaged on many levels, both strategically and tactically. Work includes brand development, brand standards, advertising, design, website development, online executions, public relations, social media and traditional media planning and buying.

Fahlgren Mortine has developed the creative foundation for Columbus and individual campaigns for each partner. As part of this work, we've developed an iconic "mark" for Columbus that has been adopted by organizations throughout the community. We've developed brand guidelines for the umbrella Columbus brand and also brand guidelines for each individual partner.

There are dozens of moving pieces required for this work, including developing an online Brand Columbus toolkit (BrandColumbus.com). Designed to encourage adoption of the Columbus brand, the toolkit serves as an open source portal where any individual or organization can download Columbus logos, visuals and language.

 

Results

The Columbus Image campaign forced unprecedented collaboration of the City's political, private and civic sectors.

More than 30 organizations have adopted the ColumbUS logo mark in their marketing, and there is significant awareness of the brand development throughout the community and the region.

The campaign earned 109,491,164 impressions including articles in the New York Times, Time Magazine and National Geographic, as well as 290,594,226 paid media impressions and 7,830,487 impressions.