Here are the new Coconut Grove commercials
Here exclusively, are two new Coconut Grove commercials, tied in with the new branding campaign, "The Nearby Republic of Coconut Grove." They should start hitting social media tomorrow and eventually television.
This press release comes from the BID:
After a nine-month process involving research, interviews, and creative development, the Coconut Grove Business Improvement District is in the final stages of launching a brand campaign that captures the independent mindset, historic environment, and bohemian spirit of the central Coconut Grove business district with the tag line: “The Nearby Republic of Coconut Grove.”
Despite being annexed by the City of Miami in 1925, Coconut Grove has maintained a strong sense of community and a unique identity distinctly apart from that of the City of Miami. In addition, despite its centralized location, Coconut Grove’s verdant waterfront setting remains separate both physically and philosophically from the rest of Miami. Developed by Coconut Grove-based branding agency Markham Unlimited, this concept will be brought to life through a series of initiatives, beginning with a new online presence at coconutgrove.com.
Additionally, new streetscape window clings will be installed throughout the district, a mass media campaign will be launched, and an integrated event marketing plan will be put in place to bring all the disparate activities of the Business Improvement District together to build a more cohesive brand for Coconut Grove. “This concept of a casual, bohemian oasis, apart from the bustling city, has long made Coconut Grove a haven for the free thinkers, the creative class, the off-beat, and this appeal lasts to this day.” stated Markham Cronin, President of Markham Unlimited, Inc. It is no secret that the central business district of Coconut Grove has faced challenges in recent years and the growth of other locales in the greater Miami area has created competition for Coconut Grove to attract business and visitors. This branding initiative is but one facet of the efforts of the Business Improvement District to create a positive atmosphere to attract businesses, residents and visitors.
According to BID Executive Director, Manny Gonzalez, “This branding campaign will convey the District’s strength, opportunities, benefits and assets in a way that is authentic, succinct and memorable for our 255 businesses within the 17 blocks of the Coconut Grove Business District.” Coconut Grove remains one of the most unique settings in all of Florida and remains the oasis of tranquility in the midst of a great bustling city where people can find a more laid back place to live, work and play on the tropical shores of Biscayne Bay. It’s not far away, but just far enough. And so “The Nearby Republic of Coconut Grove”, rather than a literal name change for this historic community, is simply a way to describe the state of mind of this special place. For additional project information about the Coconut Grove’s BID branding campaign, please contact Manny Gonzalez at 305-461-5506 or manny@grovebid.com
posted by Tom Falco at 2:19 PM
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20 Comments:
The commercials aren't bad, but I'm still not a fan of the name.
It's worse than I even thought it would be.
Ridiculous tagline,poor photography, doesn't generate any excitement, and views like a real estate project ad, the brokers will love it, but you have to look hard to even see if there are any businesses.
The name is horrible and absurd! I always loved living in a village... Not sure about living in a Republic... Unless, of course, we secede...
Sitting here wondering about the friends+family relationship to the marketing company, the company selling/installing the new streetscape window clings, etc...because this is among the dumbest waste of money ideas from a district that is supposedly low on funding. Now we are truly a banana republic because we are monkeying around with an expensive campaign that is in no way going to solve the deep-rooted problems we have which are ironically an abuse of power by the small group of those who's friends' & families' businesses are no doubt benefiting in some way from this.
....when I originally heard of the name change, I thought it was a joke! I guess it is not a joke. I don't know what else to say....I am speechless.
The commercials aren't too bad but I just don't get why they have to call it the Republic and not the Village of Coconut Grove.
They seem to convey the realness of the place and screw up their message using such a silly name.
Surprised by the negative comnent. Wow
Goofy name...confusing to say the least. Start by cleaning up the place and fixing the sidewalks that are a constant threat to pedestrian injury. Then, if you must,worry about the rest!
Jo Thomas
A commercial that says absolutely nothing.
I hope it is a successful campaign for Coconut Grove.
Good job to the people that probably worked very hard to put it together I like the ending "Get your Grove On" ...
Agreed with Jo. 27th Ave is a mess, as opposed to the grand entrance to the Grove. You can't even ride a bike safely from US1 to the center Grove.
Last week I went in to the center Grove and paid too much to park in an abandoned lot (next to the playhouse) that looks like its out of Iraq and doesn't even have an attendant. I'll be spending my $$ in the Gables.
The concept sucks big and deep.
So, I notice they don't show any of the mega-corps that are pushing out all the funky local places. They don't show the shopping malls Cocowalk or the Shops at Mayfair. Obviously, they KNOW those things are bad for community, but they still let them come into the area.
Overall impression of ads- meh. Pretty forgettable
The amount of constant negativity in these comments is insane.
Listen, those commercials are not terribly, but have been aptly described as what they are - cheap real estate ads.
I find it hilarious that this project literally entails window-dressing.
What's next, a pig mascot getting a makeover?
Can anyone tell me what company handled the branding campaign back in the 60's, 70's and 80's and early 90's?
Hint: This isn't a branding effort so much as an attempt to spin. After the last 20 years of tearing down all historic sites in the Grove, turning Peacock Park into a playground for a church, taking our Community Center over for NET offices and the Chamber of Commerce offices, making the waterfront inaccessible and essentially making what used to be a place to live into a place to spend a couple hours while being overcharged for parking, food and events.
This isn't a branding effort so much as a last ditch attempt to spin what has been created into a better light.
Lipstick on a pig indeed.
Communities the world over wrestle endlessly/tirelessly to get folks/families to spend their disposable income. I looked up the word republic, which today, in my opinion is misleading and confusing in this situation. The adds provided were "okay", but probably wouldn't inspire people to go out of their way! Soon something will come along to change the image of the Grove & it won't involve the high price of parking, meals, movies, commercial rent or rebranding. Stay tuned folks!
Its hard to distinguish Coconut Grove Village now that it resembles all other shopping spots. So, I don't blame the ad people, but the missed the 'markham' by omitting video shots of sailing on Biscayne bay, a special calm water area, the great tree canopy, the fact that one can do all vital shopping via a bike for those who care about exercise and low carbon living. The ad is a good start anyway. The Grove evolves where other villages are static. Those of us who live here are more acute to every little change where a tourist gets just a glimpse.
Any idea where I can find a t-shirt with this logo on it? There aren't any stores in The Grove that sell them.
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