Aroostook promotion

A shooting star, a streak of yellow on the blue lettering of “Aroostook” is the symbol of the new image projected by the County. Effective graphically, it should grab the attention of prospects on the outside, but its more important message may be internal, to the region’s diverse businesses:

Find success by coordinating your efforts. Build appeal on a common image.

Unveiled by the Northern Maine Development Commission last week, the logo and its tag line, “THE COUNTY… (ITAL)it’s only natural”(UNITAL) is part of the NMDC promotional campaign that began in February. Like many things with roots in the northernmost county, it has modest beginnings. The approach is practical. In this instance, however, the architects of the program have expansive aspirations.

“We wanted a theme that would unite our business and tourism efforts,” said Robert Clark, NMDC executive director, “and always reflect the way the people of the area feel about the County.”

Aroostook, still not spoiled, is one of few uncongested places on the planet where one can see clearly both shooting stars and possibilities, for investment or raising a family. It is, as the theme suggests, geography and people with natural strength.

Unlike past symbols and promotions, which focused on location or self-image, this one is about qualities, and that most important quality of all, the essence of a place, its character, a wholesomeness that isn’t found in the same degree anywhere else. And, it’s versatile. The logo works as well for organically grown broccoli or potatoes as it does for ecotourism or snowmobile vacations.

This promotion is a bright idea born of a $500,000 federal grant for advertising to sell economic development, but unlike its tag line, it isn’t automatically a natural in the County. It will have to prove itself. The connection must be made locally, for starters. The commission understands and is trying.

The logo first must grab regional merchants, who ultimately have to do the convincing of customers and clients outside Maine, selling themselves and the concept of Aroostook as a unique region. Like so much in the County, this campaign has great potential. Its success will depend on whether the people with a vested interest in the region can get together and speak with one voice.