Longview Slogan Used In Other Cities - KLTV.com - Tyler, Longview, Jacksonville |ETX News

3/14/07-Longview

Longview Slogan Used In Other Cities

     An East Texas city's new slogan is discovered already being used by two other cities. Last week, the city of Longview unveiled this new brand print logo and slogan, called "East Texas, Pure and Simple." But that brand proved anything but simple, because, as it turns out, 2 other cities were already using it. They are now regrouping, while residents want someone to pay for this 90-thousand dollar mix up.

        South Walton, Florida and Gunnison-Crested Butte, Colorado use the same brand.

  "We don't want to be in conflict or be a representative of another area but we are revisiting the positioning line after coming to light that there are two other communities that use the phrase pure and simple" said Kelly Hall, the Longview Partnership President.

     The marketing firm, North Star Destination Strategies came up with the brand, which leaders hoped would help lure business and tourism to the area.    

     Hall says the city thought they were getting something unique from North Star.

    "Just the frustration factor that this is all about marketing and positioning ourselves in a crowded market place" she says.

     And residents aren't to happy with the 90-thousand taxpayer dollars spent on a marketing study, only to get what someone else already had.

      "I was real disappointed that the ad agency that put this together did not say anything about it or check copyright laws" said retired marketing executive Mike Maris.

      Another surprise, the community in Florida was a customer of North Star.

       The city has asked North Star representatives to return, to come up with alternatives.          

       Gunnison-Crested Butte has a trademark on it's version of "Pure and Simple."  Ledco representatives say North Star did not notify them that the phrase was used in any other community.

      Longview has since removed "Pure and Simple" from it's web site.

      Bob Hallmark, Reporting bhallmark@kltv.com 

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