Bright days ahead for SW Fla. business marketing campaign

By LAURA LAYDEN

ESTERO — Put on your sunglasses.

Southwest Florida’s new branding campaign is “bright.” Community leaders received a sneak peek at the campaign Wednesday as they met for a regional strategic planning forum at Florida Gulf Coast University in Estero.

The positioning statement is: Southwest Florida — A Brighter Place to Do Business.

These aren’t just words, said Joe Bouch, president of Chisano Marketing Group, which was hired to develop the new brand for the six-county region that includes Lee, Collier and Charlotte.
“There’s something behind it,” he said.

The word brighter refers to the quality of life and the region’s intellectual capital, including an impressive group of former CEOs and successful business owners who have retired here, Bouch said.

The word place suggests a sense of belonging.

“Every business wants to have a sense of place,” Bouch said.

The word business is key in the branding statement. Growing businesses is what the campaign is all about.

“This is our bottom line ... Our call of action,” Bouch said. More here.