by J. Brooks Terry
Staff Writer
The City’s ongoing quest for an identity has ended and everyone from The Wall Street Journal to The New York Times is waiting to hear the message: Jacksonville. Where Florida begins.”
Capping months of research, surveys and open-ended discussion led by the mayor’s office and the Dalton Agency, the City’s new slogan debuts less than two months before Jacksonville hosts the Super Bowl.
“This campaign was designed to define and position Jacksonville by answering two questions,” said Mayor John Peyton. “First, how does Jacksonville compare with other Florida cities? And secondly, what characteristics differentiate us from other U.S. cities.”
Following a national media blitz, designed to promote that message, a series of soon-to-be announced community events are expected to give it legs.
No extra money will be set aside to market the message, however. The roughly $18 million spent every year to hype Jacksonville should cover it.
“Jacksonville is one of the best places in America to live, work and raise a family,” said Peyton. “This is a thriving, diverse community with a fascinating history, located in one of the nation’s most beautiful natural settings. As the world comes to know us, they will recognize that Jacksonville truly is where Florida begins.”