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!

35!

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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Concept Three

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