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Client: Texarkana, Texas
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Brand New Texarkana: New Image Markets City as Gateway to the West
By: Aaron Brand - Texarkana Gazette
Texarkana, a place where the South and the West meet.
That's the theme for Texarkana's new branding image unveiled Friday to Texarkana's business community.
And the slogan to capture Texarkana?
"Western spirit served with Southern hospitality."
The Texarkana Chamber of Commerce and North Star Destination Strategies, the company chosen to create the new slogan and image that promotes Texarkana, presented the concept at the chamber's First Friday breakfast.
"It's the community's new brand image," said Chamber President Jim Cherry.
Jeremi Griggs, vice president of North Star Destination Strategies, discussed the concept and how it was created.
"There's something that you have to offer that's different than other people and other places," said Griggs.
The company conducted a vision survey to gauge the perceptions of Texarkana.
One question asked what adjectives people would use to describe the Twin Cities. People often saw Texarkana as friendly, divided, unique and having a hometown feel, said Griggs.
He said the location, people, natural resources and Texarkana's potential to be better were seen as assets.
North Star also asked people to name a famous person that represented Texarkana.
"Most people said Ross Perot," said Griggs. And as for a product that symbolized Texarkana, respondents chose Wrangler jeans "because it's reliable and made in America," he added.
Visitor demographics were also explored by North Star as part of the branding process. The highest percentage of visitors, 20 percent, are from the Dallas/Fort Worth area with the Houston area second, Griggs said.
Who's asking about Texarkana and making inquiries? Shreveport was first, followed by Little Rock, according to North Star's survey.
"Overall, you've got a regional inquiry base," said Griggs.
He pointed out a marked difference between the resident and visitor base, saying visitors to Texarkana are generally more affluent than Texarkana residents.
Those visitors are by and large well-off financially, seeking "serenity" when they travel. They enjoy outdoor destinations and are Internet-savvy, Griggs said.
According to North Star's study, visitors knew they'd find quality lodging options in Texarkana and enjoyed their time spent here.
But there was also a desire for more to do in Texarkana, a thought shared by both locals and visitors, said Griggs, who added that the challenge is to get people to stay overnight.
Of the new slogan for Texarkana, he said it does recall the aspect of Texarkana being a gateway to the Southwest but the idea is to get people to see Texarkana as a place to stay, not leave.
"This is where two cultures come together," Griggs said.
He said Texarkana should explore different brand-building ideas with the goal of enhancing a visitor's experience here and leveraging that with economic development. Museums, events, festivals and restaurants can pick up on the theme, he added.
riggs presented several promotional ideas and images that convey the message of the West meeting the South, such as one that said Texarkana is "somewhere between iced tea and a margarita."
As Griggs put it another way, Texarkana is where Hank Williams Jr. meets Lyle Lovett and where Bill Clinton meets George Bush.
Cherry said the new image created by North Star is meant to be used by locals to promote Texarkana and it will be made available online
