Archive for the ‘destination marketing’ Category

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.