|McALLEN, December 5 - McAllen Mayor Jim Darling will announce a major rebranding campaign for McAllen in his State of the City address in January.
Brief details were given at the 26th Annual McAllen Economic Development Corporation Christmas Party on Wednesday evening. At the event, McAllen EDC leaders unveiled their new logo and branding efforts, which they hope will propel them to further success in the next 25 years.
“There is something coming up with the mayor and we promised we were not going to take any of the mayor’s thunder from his January State of the City address but there is something coming up,” Keith Patridge, president and CEO of McAllen EDC, told those attending the Christmas Party.
“What we are doing ties in with what the City (of McAllen) is doing. Stay tuned. It is something we are really excited about. We are working with the City of Reynosa and the leadership there to continue to build on that relationship and to move our community forward.”
McAllen EDC Marketing Director Adriana Treviño elaborated on the City of McAllen’s rebranding plans. “We are coming together with the City of McAllen, working on a huge campaign, and the key word will be connecting,” Treviño told those attending the Christmas Party.
Later, Treviño gave an interview to the Guardian. “We are really excited. We have a lot to look forward to. We have many programs coming up in January and what is really neat is we are going to be linking our own campaign with an even bigger campaign. We cannot give any details on that but it is exciting and we have a lot to look forward to,” Treviño said.
Brian Godinez, of Godinez Commissions, said he could provide a few more details about the City of McAllen’s rebranding plans. Godinez Communications helped design McAllen EDC’s new logo and is working on the City of McAllen’s rebranding project.
“What I can tell you is the Mayor is going to make an announcement and part of the program in the State of the City address in January is going to be centered on a new branding campaign for McAllen. McAllen EDC is closely linked to it. What the City is going to be involved in is a citywide collaborative effort with MEDC being part of that lead. There are going to be other institutions involved.”
McAllen EDC’s new logo comprises the letter “M” drawn in the shape of a flowing wave with the center of the word colored blue and the outer edges black. Underneath the logo is the statement: “Connecting Everything Made in McAllen.”
In her interview with the Guardian, Treviño said the color blue signifies a river and the color black two nations. She said the river unites two nations. “We chose blue because it was calming and tranquil yet at the same time gave us energy with that kinetic feel with the wave, moving forward towards new things. A lot of people like red and orange but we ejected reds and oranges because of the negative comments in the media about border violence. With all that is in the media, the last thing we wanted to do is add more red, which means danger and urgency. We wanted to keep the cool, calming and trusting effect in line.”
In his remarks at the Christmas Party, Patridge said 60 to 70 percent of the business leads given to McAllen EDC come from personal recommendations. He said the corporation’s new ECON (Engaging Connections, Opportunities and Networks) Program will reward those who provide McAllen EDC will new business leads. He likened the reward program to the Frequent Flyer rewards that airlines offer.
Treviño also discussed the ECON program in her interview with the Guardian. “Word of mouth continues to be the top marketing unit for us. The best people to advocate for us are our friends in the community, so we have developed programs, such as ECON program. Say you go on a trip to Jamaica and you meet someone who wants to open up a company. Well, if you refer them and it turns into a visit, we will reward you for that. If that company decides to locate here, we will reward you for that.”
More than 300 people attended the Christmas Party, which was held at the McAllen EDC’s offices in the McAllen Foreign Trade Zone on Military Highway.