The campaign will be implemented through a series of advertisements produced by The Brandon Agency, Upstate SC Alliance events and a collection of stories shared with regional media outlets. Community members are encouraged to share their own stories to raise awareness for economic development’s processes and benefits using the phrase “Together, We…” and using #TeamUpstate on social media, according to a news release.
“The campaign visuals highlight the prominent industries in the Upstate juxtaposed with the aspirations of a child in an emotional, almost unexpected fashion that suggests achieving the unthinkable,” said Barry Sanders, The Brandon Agency vice president, director of new business, in the release. “The key to great creative is to instantly achieve an emotional connection with the audience, and this campaign does that in a powerful fashion while generating awareness for the opportunities the region is building.”
Upstate SC Alliance announced the campaign during its recent annual meeting.
Max Metcalf, Upstate SC Alliance immediate past chairman and BMW Manufacturing Co. manager of government and community relations, said partnership is a key driver in the area’s success.
“Our regional marketing and economic development approach is strengthened by each organization, and it’s a strength that propels our ability to compete globally,” he said, in the release.
The Upstate’s 10 counties have recruited more than $10.35 billion in capital investment and 27,967 new jobs in the last five years, according to the release. In 2017, the region saw $1.9 billion in capital investment announcements and 6,202 new jobs announced.
“Business growth of this magnitude is only obtained through a collaborative approach, where every community in the Upstate is selling our region’s collective assets and demonstrating strong ability to work together,” said Upstate SC Alliance president and CEO John Lummus, in the release. “Our region’s leaders are working together to break barriers, and this campaign is designed to show that together, our region is more than the sum of its parts.”