Downtown Lexington Partnership (DLP) Launches New Brand
Embarking on Marketing Plan
Downtown Lexington Partnership (DLP) launched a new brand for Downtown Lexington as a destination and DLP as an organization at 21c Museum Hotel before hundreds of people in attendance. The new vibrant, multi-colored logo is an abstract representation of Downtown Lexington as the cultural crossroads of Kentucky with a destination tagline of “Downtown Spirit. Kentucky Soul.” The evening also included the launch of the new www.downtownlex.com website which is designed to promote downtown Lexington and its many businesses, events, cultural venues and other activities.
DLP retained Fieldtrip creative marketing agency to develop the brand and launched a stakeholder engagement process to develop concepts. More than 300 people were engaged in the process through kick-off reception, focus groups, merchant meetings and public meetings.
“It was an exciting process, said Executive Director Terry Sweeney. “From the outset we were committed to a collaborative approach so there was strong buy-in and that we developed a vibrant, authentic brand that resonates with our customers and works for our stakeholders”.
“We were really inspired by the input and ideas that were generated through the engagement process. It really helped us hit the mark”, said Jenna Morales, Fieldtrip Account Supervisor.
The new website highlights downtown’s unique experience and promotes the many businesses and activities. Liza Betz, owner of Failte Irish Shop, which is celebrating its 17th year in business is enthused about the website and the new marketing initiatives like the Downtown holiday promotion which was launched last week “The website is amazing. It really captures the downtown experience and powerfully markets the businesses. DLP’s new marketing support is already helping us with the Shop! Tex! Win! holiday promotion. It’s all really great”, said Betz.
Next steps for the DLP will include beginning the strategic marketing in January 2019 drive more customer visits and spending Downtown.
Downtown’s Brand Architecture
LOGO: New logo for Downtown:
LOGO: New logo for Downtown Lexington Partnership:
TAGLINE: The following tagline will be used in market Downtown:
NEW WEBSITE: Our new website promotes the Downtown businesses, events, assets and DLP.
The Downtown Lexington Partnership (DLP) is the Downtown umbrella organization formed in the 4th quarter of 2017 to provide a single point of contact and accountability and a coordinated approach to Downtown revitalization and management. The Downtown Lexington Corporation (DLC) and Lexington Downtown Development Authority (LDDA), two long operating organizations, fall directly under the DLP umbrella and are managed by a common board of directors known as the Downtown Lexington Board of Directors. A third organization, the Downtown Lexington Management District (DLMD), has a separate board of directors that contracts with the Downtown Lexington Partnership to manage its programs and services.
DLP works to create an economically powerful, vibrant Downtown by proactively and strategically working with our public and private sector partners to:
- Develop and improve Downtown.
- Provide enhanced cleaning, beautification and safety services.
- Market and promote Downtown and its businesses.
- Address critical issues that affect the success of Downtown and the District on behalf of our stakeholders and the regional community.