Aurora aims to re-brand itself to outsiders

AURORA | “Aurora is worth discovering” is one slogan residents may soon see around the metro region. That’s along with a more illustrative, fun and modern feel to the city’s marketing materials.

Looking to attract more out-of-towners and dissuade people that look at Aurora as Denver’s red-headed stepchild, Aurora city officials have hired the Denver-based consultant Adrenalin to re-brand Colorado’s third-largest city.

Following months of research on what Aurora could do to brand itself as an attractive place for Millenials and developers, Adrenalin President Dan Price presented an 80-page branding guide called the “A Book” to Aurora City Council members at a study session Monday.

“Words are powerful,” he said. “Used properly they can improve perceptions. Used improperly, they can tear down a city.”

Price said Aurora’s new advertising  campaign would focus on promoting the city as having low crime, being comfortable to live in, improving, and having good schools.

In October, Price presented research to council that showed people who did not live in Aurora or frequently visit it perceived the city as having high crime and bad schools.

“Can we move up the residents on the roster of targets?” asked Councilwoman Molly Markert about the marketing strategy.

“We discovered people who live here, they don’t have the misperceptions,” Price said.

Another slogan Price introduced: “Think you know Aurora? Bet you don’t.”