Biddeford’s ad campaign designed to burnish image

BIDDEFORD — Officials have launched a four-week advertising campaign designed to counteract what they fear is a negative public image of this city in southern Maine.

The centerpiece of the campaign is a television commercial inviting viewers to see the “real Biddeford.”

“Biddeford has had an image problem forever,” said Mark Robinson of Robinson Marketing, which is working on the campaign with the Committee for a Better Biddeford. “This is simply an attempt to show the rest of the state a side of Biddeford with which they might not be familiar.”

Biddeford has developed a bad image in part from its trash-burning incinerator, and several, well-publicized cases of municipal corruption.

But the commercial shows a different side of the city.

It opens with an aerial view of Biddeford Pool, then uses a succession of quick shots to reveal a child swimming in the river, a lobsterman pulling in traps, marchers in the La Kermesse parade, a boat cruising the Saco River, and an aerial view of the city.

“Whatever Biddeford is,” the announcer says during the 30-second spot, “it’s more than meets the eye.”

The announcer stresses beautiful beaches, a tradition of hard-working people and citizens who care about their heritage.

“I love it,” Mayor Bonita Belanger said Tuesday. “I think it’s a great commercial. It’s so different from what many people envision Biddeford to be.”

The mayor said she hopes the $25,000 campaign will help turn the city’s image around.

But some local residents said they think the money could be used more effectively.

Joan Toussaint said the spot is “more of a tourist ad than it is about the real Biddeford.”

“They were very scenic photos, but we do have problems in Biddeford. Maybe they should’ve spent the money on lowering taxes,” she said.