WENATCHEE, Wash. (AP) - "What will you pick?" the new slogan asks.
The answer, for many community leaders: A different slogan.
Business and marketing leaders who were asked over the last several weeks to weigh in on the proposed new branding and marketing campaign for Wenatchee had mixed reactions to the "Wenatchee: What would you pick?" slogan.
"Some liked it and some people really hated it," Wenatchee Valley Chamber of Commerce Executive Director Shiloh Schauer told the Wenatchee City Council on Thursday.
Unexpectedly, though, they all seem to prefer wording that appears in much smaller and obscure type in the proposed logo: "Always Fresh. Always Growing."
The Chamber is cramming to put the finishing touches on the city's new "brand" before launching an advertising and online campaign ahead of the summer travel season.
"I think people are eager for us to turn the page and get going on marketing the valley," Schauer said.
The Chamber has yet to fully settle on the proposal of a consultant hired earlier this year to help the city develop a new brand for marketing itself. The consultant, Arnett Muldrow & Associates of South Carolina, presented a simple apple-label design with the slogan "Wenatchee: What will you pick today?"
With the community feedback, the Chamber asked the consultant to make some minor changes to the new advertising logo and then to incorporate the new brand into a new image for the chamber. The Chamber's new logo will prominently feature "Always Fresh. Always Growing."
Councilman Bryan Campbell said he didn't like the "Always Fresh" slogan, saying it had too much of an agriculture connotation and sounded like "gardening."
He said the Chamber needs to make sure the advertising campaign connects to Seattle-area visitors.
On the other hand, Councilman Keith Huffaker questioned not having anything in the logo that reflects the city's agriculture heritage.
"There's no apple anywhere whatsoever," he asked. "Not even to dot an `I'?"
"Not yet," Schauer said.
Jerri Barkley, the Chamber's marketing coordinator, said apples are still featured in the logos for the cities of Wenatchee and East Wenatchee.
"But how it incorporates into our brand, I don't know yet," she said.
Barkley said she hopes to have the new brand finalized by early June so that a redesigned website can be launched, the Chamber can get a new sign put up at its downtown location, and they can begin advertising for tourists.
"We're still testing to make sure it (the logo) communicates what we want it to communicate," Barkley said.
Schauer added, "We have ads to place. We have travel seasons coming up."
Information from: The Wenatchee World, http://www.wenatcheeworld.com
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