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Article: Santa Ana, Calif., Turns to Marketing Experts in Effort to Improve Image.
- Article from:
- Orange County Register (Santa Ana, CA)
- Article date:
- March 8, 2002
CopyrightCOPYRIGHT 2002 The Orange County Register. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Courtney Perkes
Mar. 8--SANTA ANA, Calif.--A sample billboard reads: "Downtown" is not a dirty word. Santa Ana. The Spirit of Change.
The city with a bad rap wants to make a comeback.
A Santa Ana ad agency hired by the Chamber of Commerce designed this potential ad along with several other marketing ideas as part of a new campaign to reinvent a city image tainted by crime, poverty and unfavorable views of immigrants.
"Our current negative perception is denying us lots of potential investment, which is hurting our local economy," said Michael Metzler, president and chief executive officer of the chamber.
Metzler said ...