Welcome to The Nearby Republic of Coconut Grove
There are three types of people regarding this campaign, those who like it, those who really don't care either way and those who feel that it's more than a marketing campaign and more of a renaming of Coconut Grove, which it is not. Last week the local media got it all wrong; one erroneous email by a disgruntled neighbor turned into a major news story about the Grove being renamed. Many of the media outlets will publish the correct story in the coming weeks.
Markham Cronin, president of Markham Unlimited, the ad company that came up with the $85,000 campaign, showed a copy of the book, "To Kill a Mockingbird." He ripped the cover off and asked, if you didn't know what the book was about and only saw the cover, what would you think? You would maybe think it's about killing birds. In other words, stop judging a book by its cover. See what the whole branding campaign is about.
Some people were wearing mock t-shirts that had the logo saying "The State of Coconut Grove," you can buy those at The Sale Rack store on Main Highway; Noel Garcia, owner of the Grove Ink and other Grove businesses designed them.
Commissioner Marc Sarnoff felt that, "the Grove is evolving from a tourist community into a community for locals." I agree with the Commissioner, maybe it's time to cater to locals, in turn, the local feel and vibe will translate to tourists who want the real thing and not a made up marketing campaign.
But for now, the Center Grove, the business district, is being branded as "The Nearby Republic of Coconut Grove." There will be all sorts of promotions from tv commercials to magazine ads and signs and window dressing around the village. A new website will be introduced, too.
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