DRA Debuts New Branding Campaign for Downtown

Media Contact: Ellen Fragola
(919) 832-1231
ellenfragola@downtownraleigh.org

(RALEIGH - February 12, 2009) – The Downtown Raleigh Alliance (DRA), the leader and champion for a dynamic and vibrant downtown, will introduce its new downtown branding campaign ‘YOU R HERE’ at tonight’s Annual Meeting and Downtown Achievement Awards ceremony at the Raleigh Marriott City Center.

A crowd of over 430 attendees will be the first to view the new marketing campaign. "The exciting, new DRA brand positioning came about as a result of a lot of hard work by a number of people including our board, the marketing committee, FWV Distilled, and the many downtown stakeholders who provided us insight into what is truly distinctive about downtown Raleigh," said Rick French, DRA Vice Chair and Chairman & CEO of French/West/Vaughan (FWV).

In 2008, the DRA Marketing & Communications Committee was formed to help develop a brand for downtown Raleigh. Marketing Co-chair, John Kelly, initiated the process by facilitating focus groups to unveil people’s current perceptions of downtown and their aspirations for the future of the center city. It was determined, through the research findings, that the concept of “unexpected flavors”—a notion of discovery and authenticity that cannot be duplicated—would serve as the branding platform. FWV Distilled, the advertising arm of FWV, was then engaged to bring the positioning to life.

The Alliance will implement the brand in three ways starting with the re-skinning of all current marketing materials including the website (www.YouRHere.com), the “Discover Downtown” map/guides, the DRA’s monthly e-newsletter, and its membership brochures. Annual meeting attendees will get a sneak peak at the new look and will be encouraged to visit DRA’s new website, www.YouRHere.com, which will go live later this evening. Going forward, the Alliance will work with its creative partners to develop strategic approaches, and implementation plans designed to tie programs produced by DRA back to the downtown brand. This effort is intended to reinforce the new downtown brand while creating a consistent look and feel for all marketing collateral produced by the DRA. Finally, the DRA is looking to create opportunities for downtown businesses and partners to utilize the brand in their own marketing initiatives. To kick-off that effort, the DRA has collaborated with the City of Raleigh to select graphics and a name for its new downtown circulator—the R-LINE—that will reinforce the ‘YOU R HERE’ brand.

“We are thrilled about the possibilities the new ‘YOU R HERE’ brand holds for uniquely positioning downtown Raleigh and all it has to offer,” said DRA President and CEO David Diaz.

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About the Downtown Raleigh Alliance:
The Downtown Raleigh Alliance (DRA) is the leader and champion for a dynamic and vibrant downtown. We are the guiding force in shaping a healthy center that anchors the city and region. Through our dedicated Board of Directors and staff, we are responsible for providing the following services: Clean & Safe Ambassador services; Economic Development; Advocacy, and Marketing. DRA is a private not for profit corporation. For additional information about DRA, please visit www.YouRHere.com.