L-A: It’s Happening Here!

LAcolorstandardIn May of 2003, LAEGC, together with the Cities of Lewiston and Auburn and the Androscoggin County Chamber, launched the “L-A: It’s Happening Here!” campaign, a comprehensive initiative to promote L-A as “a community of abundant opportunity” in the midst of transformation. Ultimately, the goal is to be seen as a leading Maine community in the areas of economic development, arts & culture, health care, education, and overall quality of life.

Vision

“…Lewiston-Auburn will be a center for both commerce and culture, offering opportunity in the areas of manufacturing, health care, the arts, education and recreation… With so many new and exciting things happening, and a proven ability to plan, create and sustain economic growth and quality of life, Lewiston-Auburn will be seen as a leading Maine community.”

Objectives

  • Reposition the community as a vibrant one in the minds of prospects, residents, L-A businesses, commuters, Mainers and beyond
  • Promote L-A’s advantages, particularly in the key areas of economic development, arts & culture, health care, and higher education
  • Create interest and awareness for successful growth and development in L-A

Accomplishments/ initiatives

  • Launched TV ad campaign on local CBS
    Governor John Baldacci and Rep. Peggy Rotundo display their campaign T-shirt.

    Governor John Baldacci and Rep. Peggy Rotundo display their campaign T-shirt.

    affiliate WGME-13 highlighting renaissance in L-A in areas of economic development, health care, education, and arts & culture; also use Maine celebrities in the ads to build credibility and believability

  • Produced 15-minute informational video on L-A’s renaissance
  • Aired 30-minute special about L-A’s renaissance on CBS affiliate
  • Produced PowerPoint overview of L-A, focusing on economic growth, arts & culture, higher education, and health care
  • Conducted numerous presentations to boards of directors, civic groups, conferences, etc. on L-A’s renaissance
  • Placed banners on major new development projects throughout L-A
  • Launched a new student orientation program for area college students including tours welcoming them to L-A, specifically encouraging them to visit downtown
  • Created a scholarship contest for high school juniors and seniors
  • Underwrote “Maine Things Considered” and “All Things Considered” on Maine Public Radio
  • Running regular ads in MaineBiz bi-weekly business journal promoting specific changes and developments in L-A
  • Ran series of community profiles in Sun Journal (local daily newspaper) on individuals “making things happen” in L-A in the areas of arts, economic development, health care, and education 
  • Worked with Centreville Neighborhood Association and Downtown Advisory Board on window display initiative to decorate empty storefronts along Lisbon Street
  • Sponsored Museum Trail show on the Maine Public Broadcasting Network promoting Bates College art museum and overall L-A renaissance
  • Created “It’s Happening Here” web site with arts listing, community events, development project updates, community info, press releases, news clippings, etc.
  • Ongoing co-branding opportunities with Lewiston MAINEiacs