New marketing campaign launched for Brattleboro region

first_imgThe Brattleboro Area Chamber of Commerce today unveiled a first-ever collaborative marketing campaign that might be thought of as “I Love New York!” on a Vermont scale.The campaign’s theme is “The One and Only Brattleboro”—building on the fact that there is only one Brattleboro on earth and on the many unique and original aspects of the history, culture and resources of the Brattleboro area.Chamber executive director Jerry Goldberg announced the campaign at a community briefing at the Robert H. Gibson River Garden, where he also previewed a month-long festival called “Brattleboro’s September Swing into Fall” and the special Labor Day weekend event that will kick off the fall 2010 promotion.While the campaign is intended to bolster and promote the uniqueness of the area, to attract visitors and encourage area residents to sample its many offerings, its timing is also intended as a response to Route 5 construction planned for Brattleboro this summer, and to the lingering effects of the sluggish economy.“The One and Only Brattleboro” will have seasonal taglines, beginning with “Cool & Hot” for the summer season and morphing into “Swing into Fall” in September, with a holiday season tagline in the works. The Chamber will spearhead the campaign with the collaboration of other business groups including Building a Better Brattleboro, the North End Business Association and the West Brattleboro Business Association.The One and Only Brattleboro theme will be featured immediately in media advertisements in such publications as the Boston Globe’s Summer Travel magazine, in Southern Vermont Arts & Living, in the fall issue of Vermont Life, as the cover of the Chamber’s summer/fall guidebook to the area, a banner to be suspended from the façade of the River Garden, on the Chamber’s website, on posters, maps, banners, visitor center displays, a brand-new Facebook page and even a Twitter account.“With our enhanced Web capability, with other social media, and with smart press and advertising—and you have my promise that we will be smart about this! —the Greater Brattleboro name will be out there,” Goldberg said.Throughout the summer, Goldberg said, the principal aim of the campaign will be to attract online inquiries from visitors as well as local people looking for information about area events and attractions. Inquiries will be channeled to the Chamber website, where new content related to the “One and Only” theme has been added.“We want the Chamber site to become a first-stop destination where people can find out what’s going on, what they can do and, especially, to realize how unique and interesting the Brattleboro area really is,” Goldberg said. The website will also direct visitors to other sites for more local information. “This is about catching eyes and ears and about touching hearts.”In September, the “Swing into Fall” theme will kick off with a Labor Day concert at the Latchis Theatre featuring the The Beantown Swing Orchestra (September 4 at 7:30 p.m.) The “big band era” group, heard in Brattleboro last spring at the Brattleboro Retreat’s 175th Anniversary celebration, has been on Goldberg’s mind ever since.“I’d already thought of the September Swing idea and when I heard The Beantown Swing I knew they had to be part of it. I’m delighted they can come back to Brattleboro to perform for us live at the Latchis. And, yes, there will be dancing! Tickets will go on sale later on this summer. Stay tuned.”For the rest of September, Brattleboro will swing into a month-long festival of the arts and culture, with the full array of events and special business promotions included under the big One and Only umbrella.“The Swing campaign will allow us to talk Brattleboro up by promoting events, special business offerings and any and all exciting things going on,” Goldberg said. “September is a great target for some extra marketing, especially to attract visitors, since it’s normally a little slower than the busy summer and fall foliage seasons. We want to change that.”The Chamber has engaged a team of marketing professionals to help coordinate the campaign, including Lynn Barrett of Primetime Concepts Inc., Martin Langeveld of Vernon Marketing Services, Meg McCarthy as graphic designer, and Vermont Technology Partners for website design.“Where else could you enjoy a wide variety of music and performances—from The Beantown Swing Orchestra to acrobatic and juggling workshops, art walks, kids events and puppetry festivals all in a matter of four weeks?” Goldberg asked.Among the September events already or soon to be on the calendar are, in addition to The Beantown Swing concert: Gallery Walk, the River Valley Kids’ Fair, Brattleboro Memorial Hospital’s Touch a Truck event for kids as well its annual Health Fair, the first-ever West B Arts Studio Tour, the Realtors Youth Benefit September golf tournament and its brand new and unique public art promotion featuring mannequins painted by local artists, performances by the Center for Circus Arts, the New England Youth Theatre, Sandglass Theatre’s International Puppetry Festival and end-of-summer performances by the Actors Theater Playhouse. Goldberg said he expected many more items to be added by various venues—including packages from the local hospitality community — before September arrives.Forming part of the Chamber’s presentation was a list of Brattleboro area superlatives — “first” and “only” facts about the area designed to pique the interest of visitors. The list, which will be posted at the Chamber’s website, includes the world’s first and only parade featuring farm animals (Strolling of the Heifers), the world’s largest dairy breed organization (the Holstein Association), and the first gummed postage stamp in America (issued by Brattleboro’s postmaster in 1847).Also listed are Brattleboro’s spots on various lists of superlative places, including the “Top Ten Small Arts Towns in America,” Mother Earth News’s list of “Eight Great Places You’ve Never Heard Of,” and American Style magazine’s Top 25 Cities for Art.Did You Know?Only in the One and Only BrattleboroWhat distinguishes Greater Brattleboro among Vermont communities has to be its singularly unique singularity. Indeed, it’s a town “…you just can’t make up!”Why? Maybe it’s because Brattleboro is home to:… a 1938 combo movie palace and hotel complex (not too many of those around!) that’s done in classic Art Deco style… the first U.S. health facility to provide humane treatment for patients with mental illness by recognizing such as a disease rather than a character flaw… a strain of rodent first found here that is used in labs all over the world because of its unique inability to produce the anti-diurretic hormone vasopressin… an exemplary community-based center for music performance and education… a world-renowned institute that promotes international understanding in over 100 countries worldwide… a Main Street stroll by heifers and other farm animals – our homegrown version of Pamplona’s “running of the bulls”… an organization that has registered every Holstein-Friesian cow in the U.S. for over 125 years… a shingle-style house just north of the town built by the novelist who wrote The Jungle Book in its rooms… echoes of “hippie” communes that dotted the hidden hills back in the 1960s and still influence the town’s character and values… a monthly open gallery experience that’s as much a community happening as art walk… a bunch of plaques that proclaim our prowess as a top arts town, top tourist destination and a town that has to be seen before one dies (it takes all kinds)… no big box stores, unless you count our two supermarkets… the only newspaper in the U.S. founded in 1876 as a campaign paper supporting Samuel J. Tilden in his presidential race against Rutherford B. Hayes)… the largest organ manufacturer in the world whose assembly-line operation inspired Henry Ford when he visited in 1915 to order an organ… a center for circus arts that attracts students from around the world… books, books, books – from the first Bible to be printed in Vermont (in 1812) to the first U.S.-printed copy of the Harry Potter series (in 1997)… the first gummed postage stamp produced and sold in the U.S. (in 1847)… three-count’em-three interstate highway exits and entrances – the smallest town in the U.S. to have that many and the only one with the numbers one, two and three!… a representative town meeting, the only town in Vermont to have one… a theater company that provides professional training in all the theater arts specifically to young people…a world-class ski jump, Olympics-quality… women’s film and literary festivals that are models for others to follow… a local novelist whose crime books document the Greater Brattleboro area’s many fascinating nooks and crannies… one of the first natural foods restaurants in New England… our own coffee roaster, beer brewery, chocolate maker… … … …Source: BACC. BRATTLEBORO, VERMONT—June 29, 2010—last_img read more

Heineken begins construction of 100m Mozambique brewery

first_imgHeineken begins construction of $100m Mozambique breweryPosted By: News Deskon: December 04, 2017In: Alcohol, Beverage, IndustriesPrintEmailHeineken has started construction of a $100 million brewery in Mozambique as it aims to increase its product portfolio in the country.Located in the province of Maputo, the first bottle of beer is expected to come off the production line in the first half of 2019.Heineken started its activities in Mozambique last year with the creation of a sales and marketing office, importing beers such as Heineken, Amstel and Sagres into the country.The company said the facility represents a ‘major step’ in the country as it expects to create 200 jobs following the investment.Boudewijn Haarsma, Heineken International managing director of East and West Africa, said: “We are delighted to enter Mozambique, where we see promising long-term economic perspectives. The project is progressing well thanks to the support of the Mozambican government and its commitment to bring investments into the country.“Investing in a new market like Mozambique supports Heineken’s ambition to expand its footprint and be the number one or a strong number two in all markets in which it operates. With our extensive experience and existing business in Africa, we also aim to be a partner for growth today in Mozambique as we already are throughout the continent.“I am convinced our presence will contribute to the economic and social development that is already under way in Mozambique.”Aligned with the Heineken ambition of sourcing 60% of its agricultural raw materials in Africa by 2020, the company will explore the possibility of locally sourcing the raw materials it will need to produce its beers.One of the objectives of this project will be to improve crop yields as well as the capabilities and living standards of Mozambican farmers, contributing to the economic development of the country.Heineken Mozambique general manager Nuno Simes added: “With Heineken’s passion for quality, our new brewery will deliver high quality beers to Mozambique according to the international standards of the Heineken Company. We look forward to continue to provide enjoyment to Mozambican consumers with our brands.”Share with your network: Tags: HeinekenMozambiquelast_img read more