Downtown is on Fire Campaign

[Cheshire Cat]

There is apparently a new campaign in the works to promote interest and excitement in downtown.  It also appears that many of the city's key agencies are behind this effort.  Which, is a good thing I do believe. I mean creating excitement about downtown is a great thing, a needed thing, something I support.   But I have to ask about the campaign name. Who came up with the tag "Downtown is on Fire" and why did everyone agree that this "image" was the best one ever to create excitement in Jacksonville and beyond?    Are we looking to revitalize the core in the fashion of the great fire of 1901?  Is the image of a burning downtown exciting to some?  Fire is hot that much is true, but seriously, this town has burned down twice already.    Booyah!

Okay, okay, I get that the idea is to say the core is "sizzling" but really, I mean couldn't they think of a name that had to do with "Vibrancy" that didn't involve fire which was twice responsible for the leveling of downtown?  Alright, I will conceded that perhaps a lot of younger folks don't know about the great fire or most of our history for that matter, but seriously....On Fire?  lol  I like the idea but the name....well.....

Anyway, here is the full story.  What do you guys think? 

http://www.jaxdailyrecord.com/downtowntoday.php?dt_date=2013-08-20

The Downtown Marketing Collaborative has launched the "Downtown Is On Fire" marketing and awareness campaign focus on the promotion of activities, events and attractions in the Downtown core.

Advertising, on-street graphics, promotions and an interactive website, downtownisonfire.com, are all part of the campaign. The collaborative has raised more than $250,000 for the effort, according to a news release.

Street displays and graphics will be visible Downtown early in September, as will advertisements and promotions. It is scheduled to run through September.

Its success will be measured through an annual Downtown marketing survey and attendance at events.

Wingard Creative, a Riverside-based marketing and advertising agency, created the campaign after a bidding process.

The collaborative was founded as part of the JAX Chamber but is now a separate entity that comprises the efforts of the Cultural Council of Greater Jacksonville, Downtown Vision Inc., the Jacksonville Civic Council, the Jacksonville Transportation Authority, chamber, JEA, NAIOP Commercial Real Estate Development Association Northeast Florida Chapter, SMG, Visit Jacksonville, El Ad Florida LLC, Jack Meeks & Associates CPAs and Akerman.

"Private support is needed to build awareness for the greater Jacksonville community," said Bill Prescott, a founding board member of the collaborative, in the release.

The collaborative is chaired by Wally Lee, retired chamber CEO and principal of LeeValent Group LLC.

"In addition to heightening awareness of downtown's offerings, Downtown Is On Fire is also aimed at dispelling the myths that still exist about downtown. We want people to know that downtown is active, safe and there is plenty of parking," Lee said in the release.

The 2012 Downtown marketing survey of almost 4,000 people had 26 percent of respondents think Downtown is not safe and 51 percent think Downtown has a lack of parking.

[Cheshire Cat]

Apache, they didn't use that image, I did.  lol  It is from the 1901 fire. I am sure they have something else in mind entirely.

It could be that the "Downtown on Fire" campaign will work for many folk.  Just sharing the image it brought to me at first blush.  Remember though I am pretty well read in local history and it may be a safe bet that most will not immediately connect this new campaign with the great fires gone by.  Can you tell me though (sincere question) what makes the words young and in touch in your view?

[Tacachale]

I'm sure this is an intentional double entendre nodding at the Great Fire. As a marketing push I think it's pretty good, it's a pretty memorable local reference (both Jacksonville in general and Downtown specifically). Obviously it's enough to get folks talking about it.

[Cheshire Cat]

Apache, they didn't use that image, I did.  lol  It is from the 1901 fire. I am sure they have something else in mind entirely.

It could be that the "Downtown on Fire" campaign will work for many folk.  Just sharing the image it brought to me at first blush.  Remember though I am pretty well read in local history and it may be a safe bet that most will not immediately connect this new campaign with the great fires gone by.  Can you tell me though (sincere question) what makes the words young and in touch in your view?

Ahh...I see on the pic...

I don't know CC, just a personal feeling.
To me the idiom "on fire", the first thing I think of is ESPN and their use of the term as it relates to sports, kind of a younger male demographic there, next I think of younger kids using it to describe the opposite sex in a good way, obviously meaning good looking.
Hip, hot, on fire...I don't know, but thats what came to my mind for me.

On another note, it will probably educate a lot of people about the Great Fire also.

Did you check the site, I thought it was well done. I didn't know about it until you mentioned it, maybe they are re-kicking it but looks like they have had a facebook page for a long time.

I appreciate you thoughts.    I will go and check the FB page.  Haven't seen it yet.

[Cheshire Cat]

Just took a look at the page.  It is well done and contains some great insight into what is wonderful about downtown.  I have to say I even like the black graphic image of downtown but the red fire logo on black looks more "goth" to me than young and fresh, unless "goth" is the direction we want to go.  lol  I would like to see something bright and vibrant, not dark and ominous.  Still not sold on the "fire" aspect, but love the push and excitement for downtown. 

[m74reeves]

when i hear downtown is on fire i assume that it's b/c there is a high concentration of flammable trousers being worn by government fibbers, I mean, employees.

[Cheshire Cat]

when i hear downtown is on fire i assume that it's b/c there is a high concentration of flammable trousers being worn by government fibbers, I mean, employees.

Ah, the old "Pant's on Fire" syndrome. 

[tufsu1]

I really like it...the name also plays off of One Spark

[ProjectMaximus]

Wow, I really like the website!

I kinda just thought "whatever" when I opened it in another tab, and forgot about it until 15 minutes later. It's actually quite nice, so much so that I had to come back to this thread and comment on it, lol. Kudos to them!

[CityLife]

I really like it...the name also plays off of One Spark

A triple entendre? Mind blown....Definitely has potential.