No More “Twin Cities” Campaign for Minneapolis St. Paul
After 3 years of research to understand the underlying image problems, the people behind Minneapolis-St. Paul, Minnesota have unveiled a re-branding campaign dubbed as “Minneapolis St. Paul More to Life.”
Because many communities are repositioning as “twin” or “tri” or “quad” cities, this this urban area wants to do away with this similar brand campaign and focus on correcting the image-damaging stereotypes held by many people that it is too cold, unsophisticated, socially dull, economically morose and there is nothing to do but go to Mall of America.
Judging from its city logo, I’m starting to agree that it is rather unsophisticated. It features the city’s name and tagline in red letters combined with a very common arrow design pointing upward or north to symbolize perhaps the city’s high aspirations. This logo design lacks the zing to create an impressive impression.
Because the state is threatened with pending shortage of skilled workers, Minneapolis-St. Paul wants to encourage more people to relocate and make this area the hub of next generation leaders.
Part of the campaign is to hype the top 3 assets of Minneapolis-St. Paul – “shopping, safe and vibrant urban cores, and a green and outdoorsy atmosphere.” Unfortunately, the survey has revealed the reluctance of many travelers to visit or move to this community.
Via TwinCities.com
