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The first phase of the initiative, unveiled in September 2007, was a series of circular car magnets featuring six adjectives on brightly colored backgrounds. The words — '''heroic''', '''genuine''', '''beautiful''', '''innovative''', '''spirited''' and '''glorious''' — were chosen "to capture the essense of the city."<ref name="newplan">"A new plan for Pensacola." ''Pensacola News Journal'', September 6, 2007.</ref>
The words were also be used in banners placed around [[downtown Pensacola]] and on other merchandise available from the Chamber, as well as a videotaped advertisement.
==Reaction==
In December, Chamber President [[Evon Emerson]] said they were "just thrilled with the success of the magnets," and that they were ordering 5,000 more after the first 25,000 had been picked up in a matter of weeks.<ref name="magnetsstick"/>
==Cost==The total cost of the branding initiative was $129,000. Of that total, $94,402 was paid with tax dollar and $35,000 from private donations. The chamber also received in-kind media donations valued at $60,000. The breakdown of costs was:<ref name="cost">"Chamber's branding campaign, Maritime museum and ESP." ''Pensacola News Journal'', July 14, 2009.</ref>*$62,500 to Smart City Consulting and Stone Mantel for developing the campaign*$66,902 to [[BPM]] for the individual components, including $35,000 for design and video production, $18,104 for the banners, and $13,798 for the magnets*$24,000 in-kind from [[WEAR]] to air the "pledge" video*$36,000 in-kind from [[Lamar Advertising]] for billboards [[Fred Gunther]] claimed that [[Evon Emerson]] had refused to provide these costs when he requested them, which led him to cancel [[Gunther Properties|his company's]] Chamber membership.<ref name="cost"/> ==External links& reference==
*[http://www.pensacolachamber.com/ipledge.html Informational page] at the Chamber's website
[[Category:Marketing campaigns]] [[Category:Pensacola Bay Area Chamber of Commerce]]