New England's Rising Star Campaign
Branding the Hartford Region through positive perceptions and attitudes
In 2000, a group of private companies and public organizations formed the Hartford Image Project (HIP), which is charged with executing the region’s marketing campaign entitled Hartford, New England’s Rising Star. The campaign’s objectives include building positive perceptions and attitudes about the city of Hartford, increasing visitation and business activity and attracting and retaining young professionals. The MetroHartford Alliance was a founding member of HIP and has adopted the marketing campaign as a key strategy of the organization. The Alliance utilizes the Hartford, New England’s Rising Star campaign when promoting the city and region to new businesses and talent considering locating to the north central Connecticut market.
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