Aurora is bolstering its effort to change public opinion about the city’s image by dedicating a full-time person to improve Aurora’s image.
In 2014, city officials hired Denver-based consultant Adrenalin to come up with a vibrant new ad campaign for $300,000 as one way to battle Aurora’s reputation as the metro region’s red-headed stepchild.
Now the city is hiring a senior marketing and branding officer to further manage its municipal brand.
“The new marketing position, which is a salary of roughly $70,000, will work on the day-to-day aspects of marketing the city,” said city spokeswoman Kim Stuart. “This employee will be part of the city’s communications team and coordinate with Adrenalin as well as our partners at the Aurora Chamber of Commerce, Aurora Economic Development Council, Visit Aurora, Fitzsimons Redevelopment Authority and the University of Colorado Anschutz Medical Campus.”
No further money is being budgeted for the Adrenalin campaign, Stuart said. She said in the last two years, the city has directed its marketing efforts to developers, who she said are pivotal in bringing quality development to Aurora and in helping attract millennial renters and buyers.
“In 2016 we will begin reaching out to those who work at Aurora’s leading employers, but may not live here. This year’s work will also focus on our residents, who are after all the city’s best ambassadors,” she said.
The website for the campaign, www.auroraworthdiscovering.com, launched last summer as an offshoot of the official city website and the branding campaign. The site highlights various city neighborhood’s, including Aurora Cultural Arts District, Del Mar Parkway, Saddle Rock and Tallyn’s Reach.
Over the years, murder rates in Aurora have significantly decreased, along with burglaries and shoplifting. But city officials say they are still battling an Aurora that people remember from decades ago — when headlines in Denver media equated Aurora with gang violence. Many saw the city as a sprawling, treeless haven for crime.
“Our peers throughout the area are taking note and have shared with us their positive reactions to the campaign,” Stuart said. “It must be in part a result of the nearly 29 million impressions generated through last year’s efforts.”