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Article: Santa Ana turns to marketing experts to combat negative image.(The Orange County Register)
- Article from:
- Knight Ridder/Tribune News Service
- Article date:
- March 8, 2002
- Author:
CopyrightCOPYRIGHT 2002 Knight-Ridder/Tribune News Service. 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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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 many Orange County residents have the wrong ...