By Greg Hazley
Cathedral City, Calif., which has had a rocky reputation since the 19th century, has brought in Los Angeles-based Applied Storytelling on a $140K, 10-month contract to buff and refresh its image.
While “Cat City” was famed for gambling in the late 1800s and known for its saloons during Prohibition, its latest PR challenge is the perception that it’s the less desirable Coachella Valley neighbor of Palm Springs.
The city issued an RFP in February to seven California firms for pitches to create a new “narrative” for the city. Four proposals were received and three firms were interviewed.
Before the city council approved the contract, 5-0, on June 8, Allen Howe, assistant to the city manager, noted “our need to improve or refresh our city’s branding message to the community” in the down economy to be in position to capitalize when economic conditions improve.
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