Initiative

As a catalyst for ambitious strategic objectives, the Flagstaff Region pursued a re-branding initiative to: Stem rural population decline; Undertake “communities within community” collaborative initiatives; Pursue niche economic development opportunities that produce quality jobs.

Simply – a new brand would be tasked with attracting investors, visitors, and working age individuals and families to stabilize a projected decline in total region population.

These families need jobs, or are independent entrepreneurs. Given 80% of economic development is typically local, the new brand was also tasked with promoting and nurturing internal community pride in support of key business retention and expansion initiatives like local investment mechanisms, youth entrepreneurship, and collaborative multi-community initiatives. To identify its distinct position in the market, the question was asked – What is the Flagstaff Region? But most importantly, WHY does it matter?

Informed by a Competitiveness Assessment generated by MDB Insight, key sector opportunities in agricultural processing, oil and gas, and tourism were identified along with associated value proposition messaging related to water availability, low business costs, a low cost of living, and the Hardisty Hub (key oil and gas infrastructure). A wrapper around this economic development beating heart was created in the form of a brand campaign designed to differentiate and break through marketing noise with an homage to the old joke that you can see your dog run away for three days toward an endless horizon line. The campaign elevates the spiritual effect that large, uncluttered spaces and local folks’ “classic” have on spiritual well-being. “Nothing” is cheeky, but its use of connected “opposites” statements reminds people about what really matters in seeking the deeper meaning of life:

• Nothing…so beautiful
• Stop At Nothing in the relentless, entrepreneurial pursuit of opportunity