Title
"Get Downtown" Banner Series (B)
Explanation
At the February 2005 CRA meeting the saw proposed banners for a Downtown banner program. While DRAB recommended several stock banners to keep program costs lower the CRA believed that a custom banner would be more reflective of Gainesville and asked DRAB and staff to explore other options.
The "Get Downtown" banner series is being presented as part of a larger promotional campaign that would include image-building print ads in the Gainesville Sun. Staff has been working on strengthening the daytime market (noon to 5pm) and the evening market (5pm to 9pm). The first "Out to Lunch" event, held on April 28th was well received with five restaurants participating in the box lunch offerings. Each of the four banner styles was designed with the target market in mind and specific colors were selected to reinforce the theme. The matching print ads would be used to support a full range of businesses and activities within the Downtown area. The print ads will be launched around the time that the banners are installed.
The "Get Entertained" banners were designed using the color red which research has shown evokes a positive emotional response and a feeling of happiness. Red is often used in restaurants. The "Get Entertained" print ads would support restaurants, clubs, and shopping. "Get Cultured" would support theater, art galleries, and events.
The "Get Connected" banners were designed using the color blue which research has shown people to associate with technology. The matching print ads would support the wireless internet access, library services and government activities.
The "Get Downtown" banners were designed using the color green which research has shown represents growth. Given the changes the downtown is experiencing growth as the key overall message. The "Get Downtown" print ads would talk about overall reasons to come downtown. Each ad in the entire series would...
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