Hartford, New England’s Rising Star Campaign
Branding the Hartford Region through positive perceptions and attitudes
In 2000, a group of private companies and public organizations formed the Hartford Image Project (HIP), which is charged with executing the region’s marketing campaign entitled Hartford, New England’s Rising Star. The campaign’s objectives include building positive perceptions and attitudes about the city of Hartford, increasing visitation and business activity and attracting and retaining young professionals. The MetroHartford Alliance was a founding member of HIP and has adopted the marketing campaign as a key strategy of the organization. The Alliance utilizes the Hartford, New England’s Rising Star campaign when promoting the city and region to new businesses and talent considering locating to the north central Connecticut market.
In this Section
2005 Campaign
Since its inception, the Hartford Image Project (HIP) has made major strides in building awareness and a positive perception of Hartford’s growth as a 24/7/365 city with excellent residential and career options, an exciting arts scene, and superior meeting facilities.
The 2005 local and regional campaign is based on research results from both a quantitative phone survey and qualitative focus groups with young professionals. The research pointed out the need for a quick and easy source for information of Hartford’s assets and activities. The primary target market is 25 to 35 and the campaign’s objective is to drive people to Hartford.com, the website of the Hartford Image Project. Hartford.com has been upgraded with “What’s Hot” and “Cool Culture” sections that give information on various concerts, festivals, gallery openings, plays, jazz events, sports, and other activities going on each week. In the first month of the campaign unique visitors to the website were up 32 percent from 2004 and annual hits exceed 60 million. Information on new housing developments, the Connecticut Convention Center, job opportunities, and arts and heritage assets are all included on the website. HIP utilizes billboards, radio and print ads, street banners, editorial columns, and public service radio shows to get the message out on Hartford’s renaissance. Various initiatives include the “Hartford Rising Stars” show on The River 105.9 FM, “What’s Good Hartford” on the Power 104.1 FM, the “Rise” column in Hartford Magazine, and regularly scheduled interviews on WDRC. HIP also partners with various venues such as Bushnell, Hartford Stage, Madison Square Garden, CT. and the Dodge Music Center to promote living, working, learning, and playing in Hartford.
Throughout the past five years, with the continued support from both the public and private sectors and The Hartford Foundation for Public Giving, HIP has been able to continue working towards its mission of creating positive perceptions and attitudes about the city of Hartford and encouraging Metro Hartford residents to explore and embrace their capital city. Key to the success of the Hartford, New England’s Rising Star campaign is the commitment and marketing integration of the 12 organizations and businesses that make up the HIP Board.
National Awareness
In the fall of 2004, HIP started its national public relations efforts by conducting a satellite radio media tour hosted by John Palmieri, director of Hartford Development Services. Over 17 radio stations spanning from Boston to Seattle participated in the tour. Ultimately, over 2.8 million listeners tuned in and discovered that Hartford is in the process of transforming itself into a 24/7/365 city.
Soon after the satellite radio media tour, national reporters representing several media sectors including economic development, arts and culture, convention and meeting and ethnic publications were invited to experience the Hartford renaissance by participating in one and two day tours of the city. Guided by various HIP Board members, reporters traveled throughout Hartford and the Region and were provided with overviews of major economic development projects, neighborhood revitalization efforts and arts, culture and heritage assets.
In late 2004 and 2005 ongoing Editor briefings were initiated in the East and stories based on the Hartford renaissance have appeared in several national media publications and television programs, including The New York Times, Brandweek, CaribNews, FOX News’ FOX Magazine, Christian Science Monitor, CNBC, and NPR.
But this is only the beginning. In 2005 HIP will continue building brand recognition of a new and vibrant city with a talented regional workforce, world-class businesses, a top-notch art scene, and innovative thinking that has earned us the title of “New England’s Rising Star.”
Contact
For more information on Hartford, New England’s Rising Star campaign, please contact Michael Kintner, Project Director, Hartford Image Project at
860-728-2265 or mkintner@hartford.com.
To learn more about the Hartford Image Project, please click on Hartford.com.
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