Elements of Success: Campaign in US Airways Magazine Carries Business Attraction Message
DATE: January 23, 2007
CONTACT: Erie Regional Chamber, 814-454-7191
FOR IMMEDIATE RELEASE
Erie has all the resources you need to make your business successful. That is the message in a business attraction advertising campaign, appearing in the February issue of US Airways Magazine. The ad campaign is running in conjunction with a community profile that features Erie, PA.
“On a recent economic development mission to China, I was introduced to a Chinese proverb---The first step towards better times is to imagine them. We want the business traveler reading the Erie Profile to imagine how successful their business can be if located in Erie County,” said County Executive Mark DiVecchio. “There is strength in numbers. We collaborated on a multi-page economic development message with our community partners, allowing us to leverage a significantly more powerful business attraction statement about Erie County.”
According to Rebecca Martin, Vice President, Erie Regional Chamber, branding research done in the past shows it is not necessarily that there is a negative impression of Erie. “More often than not, folks have no impression of us at all,” she said. “And positive impressions of Erie come from those who have actually visited the area and experienced our waterfront city.” And that can work in Erie’s favor.
Martin notes that raising the level of awareness to Erie as a business destination is easier than reversing a negative impression. The campaign is designed as a high-impact, visual introduction to the area. “We focused on what the research told us was foundational in terms of our reputation and that was our geography,” said Martin. “We took the existing positive perception of our location, broke it down into the four basics elements, and crafted a message which linked those elements to our resources for economic development.”
Partners in the economic development system support the collaborative approach to advertising. “Individual organizations have great programs and services and when you include those resources as part of a larger approach, our business attraction message becomes stronger for the investment decision maker,” said Martin.
“Erie is blessed with incredible natural resources, as well as a quality of life that a lot of people who live here take for granted. BENSUR :: Creative Marketing Group wanted to find a way to create a story that would showcase Erie as a natural choice to do business,” said Dan Bensur, Agency Principal. “ When we took a look at the organizations that participated in this project, the direction was clear and simple -- The Choice is Elemental.”
In the campaign, the element of water notes the business benefits of that natural resource while land highlights opportunities for relocating or expanding business facilities. Fire features innovation and technology and air stresses the benefit of time based on geographic location.
“From the Erie Water Works perspective, we also see the potential for business attraction, and to assure the necessary infrastructure is in place, the Erie Water Works has invested over $100 Million in the water system since its inception in 1992,” noted Vojtek. “These improvements have resulted in an excess capacity of more than 40 million gallons of water per day.”
“In addition, in 2002, the Erie Water Works instituted an Economic Development Program that provides a 5-year incentive to all new commercial customers of a 40% reduction of their water consumption charges,” said Vojtek.
“Facilities like the Research and Economic Development Center and Knowledge Park are regional assets designed to create opportunities for collaboration, research, and economic development for Northwest Pennsylvania,” said Jack Burke, chancellor of Penn State Erie, The Behrend College. “Penn State Behrend prides itself on being a community partner and will continue to support marketing efforts that promote the myriad facilities, organizations and programs this region has to offer.”
"The Economic Development Corporation is honored to be a part of this partnership as we believe the ad campaign will result in increased visibility and additional investment in Erie County and our region,” said Monica Brower, President & CEO, Economic Development Corporation. “We have the shovel-ready land, infrastructure, and business friendly climate readily available for business development.”
“We simply need to promote the message to those that are looking for a welcoming community in which to invest,” she said. “This initiative provides us with the perfect opportunity to do so in a very prominent, coordinated, and proactive manner."
“The Erie Regional Chamber continues to work on building Erie’s visibility,” said Jacob Rouch, President& CEO, Erie Regional Chamber & Growth Partnership. “Working with US Airways and our economic development partners, we have introduced Erie to a broader national and international audience.”
The Elements advertising campaign appears as part of an in-depth editorial feature that takes a comprehensive look at the economic drivers and industry sectors that shape the lifestyles and business landscape of Erie. The staff of editors and art directors at US Airways magazine worked with local writers to create a 40-page section about Erie.
“It was a great experience working with the Erie Regional Chamber,” he said. “ It’s always a challenge for us to bring so many community stakeholders to the table at the same time and get the support needed to produce a Profile. When we are able to achieve this, it bodes well for a successful feature and makes our jobs much smoother and certainly more enjoyable. Jake Rouch and Rebecca Martin were absolutely invaluable in representing and promoting the Erie region and building the communication bridge between US Airways Magazine and the local business community.
“I think the success of the Erie Profile is a reflection of the character of both Jake and Becca and the professional reputation they have amongst their constituents,” said Denby. “Throughout the process, it was very clear that they have a real passion for Erie. That unwavering commitment to their city obviously translates into support for projects and can deliver a national or global platform like US Airways Magazine.”
“We profile communities across the country and I can say without hesitation that Erie has what it takes to compete in a national marketplace,” said Denby. “The Chamber’s ability to form community partnerships and get the job done is a testament to the people who live and work in Erie.”
As part of the February issue of US Airways Magazine, Profile: Erie will be set before 5.8 million affluent and influential business and leisure travelers who fly regularly on US Airways. Profile: Erie will be reaching high-tier business leaders and corporate decision makers who are directly responsible for their companies’ purchases, expansions, and relocation to new areas.
According to Martin, the reprints of US Airways Magazine’s Profile:Erie will be part of the business attraction marketing efforts as will the Elements Advertising campaign.
With the completion of the merger between US Airways and America West Airlines, US Airways now operates 4,386 daily flights to over 200 cities in 36 countries.