Favorite

Students Tackle “Easy to Love” 

In the fall, John F. Berry, president and CEO of the visitors bureau, says the bureau asked VCU’s graduate program in advertising to take a look at the campaign in exchange for a “contribution.” “It was ‘Hey, there’s the advertising center here and let’s get them to do it,’” Berry says of the VCU students. “It’s just kind of a what-do-you-think?”

The students have yet to report their findings to Berry.

But the chief architect of “Easy to Love,” Martin Agency founder David N. Martin, says the slogan doesn’t need an overhaul and changing it would be a mistake. But he says it would have more impact with more funding.

“I think it’s great to have input and ideas,” Martin says. “My advice is you don’t want to change something just for the sake of change.”

Berry says that with an advertising budget of only $500,000 a year, the bureau hasn’t been able to blanket the country with love, which explains why out-of-towners aren’t popping into Richmond singing the jingle. And, he says, no one is considering a wholesale change to the slogan or the campaign.

Big changes aren’t necessary, says Gregory H. Wingfield, president of the Greater Richmond Partnership. He says the design of the logo could be tweaked. Some in the ad community think the logo — a small “Easy to Love” stamp covers the letter O in Richmond, and is framed by a smaller font of “Historic” at the top and “Region” underneath — is too cluttered. Still, Wingfield says the biggest issue is exposure.

“We just don’t have enough money to promote this,” he says. — Scott Bass

Favorite

Comments

Subscribe to this thread:

Add a comment

Connect with Style Weekly

Newsletter Sign-Up

The Flash
The Bite
The Scoop

Most Popular Stories

  • What About the Boulevard?

    What About the Boulevard?

    Richmond officials say the city desperately needs revenue. But a potential gold mine has been sitting undeveloped for nearly two decades.
    • Mar 12, 2019
  • Drowning Out Hate

    Drowning Out Hate

    Costume-clad kazoo players and drummers jubilantly respond to the Westboro Baptist Church.
    • Mar 11, 2019
  • Rhoades' Army

    Rhoades' Army

    VCU Rams are headed into March Madness -- what to expect on Friday.
    • Mar 18, 2019
  • Keeping the Faith

    Keeping the Faith

    A conflict over two of the city’s historic African-American cemeteries threatens to undermine restoration efforts.
    • Mar 12, 2019
  • More »

Copyright © 2019 Style Weekly
Richmond's alternative for news, arts, culture and opinion
All rights reserved
Powered by Foundation