Ad blitz to tell area's 'story' to the world
Dave Hall, Windsor Star
Published: Friday, April 18, 2008

A $350,000 promotional and advertising campaign designed to brag about the virtues of the Windsor and Essex Region was launched Thursday by the WindsorEssex Development Commission. Bob Renaud, who is chairman of the commission's communications committee, which spearheaded development of the campaign, said it's important to let people around the world know what this area has to offer. "It's designed to advertise our successes and expand upon the opportunities for investors from Frankfurt to Tokyo," Renaud said.

Dubbed W.E.Can, the campaign was funded by a $250,000 donation from Woodslee Credit Union, including a new donation of $100,000 announced Thursday, plus $50,000 contributions from the City of Windsor and the County of Essex. In addition, The Windsor Star will contribute advertising and promotional support, including production and distribution of a publication in Canwest newspapers across Canada, extolling the virtues of the Windsor-Essex region.

Mike Burton, vice-president of the development commission, said the campaign will be two-pronged, with one portion directed locally, and another targeting outside investors and business travellers through displays and posters at airports in Windsor, Detroit and Toronto. There will also be print ads in selected business publications. "We're targeting professional site selectors, senior business executives and investment influencers and focusing on the fact Windsor's been named the best small city in North America to do business," said Burton.

This assessment, by the Financial Times of London's fDi Magazine, will feature prominently in a series of ads and posters which will be displayed from now until June. Locally, the campaign will "reinforce our strengths, galvanize positive thinking, inspire an entrepreneurial mindset and create positive momentum through positive discussion," according to Tim Stewart of Hargreaves Mandal Stewart, which developed the campaign. The campaign will also include advertising on area billboards, transit shelters and benches, as well as street banners in prominent city and county locations.

Windsor Mayor Eddie Francis said the campaign is long past due. "For a long time we have not told our story and we have let others define us and out-compete us for investment. Today is the day that all changes," said Francis. "By telling our story, we will position ourselves to attract investment and jobs to move this region forward."

The campaign also lists reasons why this region is an attractive place for investment -- location, transportation infrastructure, a skilled workforce, a variety of key industries, commercial growth, climate, parklands, population diversity, lifestyle and resilience.

Although partly a feel-good marketing campaign, Renaud said the initiative is also designed "to change the way people feel about this region, including those who live here and those we hope will invest here."

dhall@thestar.canwest.com or 519-255-5777, ext. 408.