Big Wild Branding Blunder

February 11, 2007


Bill Geist beat me to the punch in blogging about Anchorage’s new Big Wild Life brand campaign. It sports the tagline:


Bill gives the Anchorage Convention and Visitors Bureau props on the new campaign.

I assume Bill would extend the same props to Anchorage’s not-too-distant neighbor, The Yukon Territory, who launched a strikingly similar brand campaign last year called “Larger Than Life”.


At least one savvy Fairbanks-based reporter picked up on Anchorage’s copycat branding blunder.

While apparently a thorough research effort drove Anchorage’s $80,000 brand study, the competitive set analysis only included similar cities, and not the neighboring Yukon Territory just 200 miles down the road.