CIVIC

Case Study : City of Orange

Creating a Stronger Identity for an Extraordinary City.

Orange County, California had just come out of a history-making bankruptcy, and the City of Orange, although healthy, was suffering by association. The city retained a national public relations firm that in turn hired The Identity Group to handle the advertising component of a business retention and development campaign.

Focus groups of business people told us that Orange has everything a business could want, with a great lifestyle for families: a famous historic district, universities, hospitals, high-tech and insurance businesses, theatre, culture, an outstanding school system and more. This generated a national campaign called "And a Life."

The Results: The level of interest grew over the next five years and today Orange has realized an impressive revitalization, with a dramatic influx of new businesses.