South Park Blocks
The Downtown Marketing Initiative

The Downtown Marketing Initiative, a public/private sector partnership created in July 2006 and funded by the City of Portland and private partners, is a three-year integrated marketing campaign dedicated to promoting downtown Portland to the greater Portland metropolitan region. The City has earmarked more than $1.3 million for the three-year program.

The advertising effort, tagged “We’re Live Downtown. Why Aren’t You?”  was purposely created to highlight multiple offerings found exclusively downtown, from Huber’s Cafe, a downtown institution for 127 years, to the Classical Chinese Garden, a jewel that celebrates the beauty of an authentic Suzhou-style garden in Old Town.

“When we discussed the idea from a TV commercial standpoint, we sparked to the notion that instead of one big-budget spot, with the countless authentic, unique downtown offerings, we could grab a camera and literally tell story after story”, said Christopher Finks, Director of Marketing & Communications for the Downtown Marketing Initiative. “I credit NORTH, our advertising agency, with the idea, and the fortitude to create not one or two – but eighteen unique TV spots -- that will air throughout the holiday season and into 2007”, he added.

The holiday phase of the campaign featured those multiple TV spots, and is supplemented by transit advertising (with more than $1.5 million in donated space from TriMet), as well as radio advertising across a range of both broad-based and minority-focused stations.

Beyond messages highlighting unique downtown offerings, the initiative includes a newly revamped website, monthly email blast and merchant promotions throughout the year including the Jazz Festival, AMEX Passport to Dining & Entertainment and those supporting the holiday season.

The Downtown Marketing Initiative has worked cooperatively with multiple downtown stakeholders to ensure communication regarding downtown is orchestrated. Efforts have been reviewed and enhanced with the participation of SmartPark (Star Park and the Alliance of Minority Chambers of Commerce), Portland Business Alliance, Pioneer Courthouse Square, PDOT, TriMet, and POVA, among others.

website:   www.downtownportland.org

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