Rebuilding The City Of Lowell | Adweek Rebuilding The City Of Lowell | Adweek
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Rebuilding The City Of Lowell

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BOSTON - Doerr Associates this month kicks off a three-year marketing campaign for the city of Lowell designed to spur tourism and economic development.
The Winchester, Mass., agency was chosen for the assignment after a review of undisclosed agencies. The search was conducted by The Lowell Plan, a private, nonprofit economic development corporation that earlier this year issued a request for proposals for the $1 million marketing initiative. The organization's mission is to make Lowell one of the premier communities of its size in the country through public and private initiatives.
Key to Doerr winning the assignment was Leslie Hanlon, a longtime Lowell resident who recently returned to the agency as a vice president. During her previous tenure at the shop, Hanlon worked on an assignment to lure businesses to Cross Point Towers, a pair of refurbished office buildings in Lowell that once housed Wang Laboratories.
Marketing initiatives being developed by Doerr for the city include public relations, direct marketing and advertising on electronic media such as Boston.com, Hanlon said. First-year efforts will focus on reaching residents in communities within a 30-mile radius of the city. Advertising is expected to launch late this month.
Doerr's creative team will be led by agency president Maureen Doerr and include creative director Joan Wilking and senior art director Adam Cramer. Deb Dionne and Jennifer Garf will manage the public relations portion of the assignment.
In recent years, Lowell politicians and business leaders have done much to improve the city. Two sports facilities--LeLacheur Park and Paul E. Tsongas Arena--have been built, attracting both a minor league baseball team, the Lowell Spinners, and a minor league hockey franchise, the Lowell Lock Monsters. The city also promotes cultural activities, including an annual folk concert every July.