Nearly a year ago, in April of 2015 the Downtown Management District (DMD) launched a new branding initiative. In searching for that “true feel” of Downtown El Paso (DTEP), and building on the culturally fueled papel picado design, the DMD created distinct logos and names for all five (5) districts. These district brands live organically under the overall umbrella brand of DTEP. Now, the DMD digs deeper into what makes downtown so different with its “Authentico” marketing campaign.
After months of research, focus groups and the creative process, one thing became clear: There is nothing fake about what downtown has to offer. What you see is what you get, and what you get is often unique to the area. Across the country, metropolitan areas are known to attract a plethora of people, and in the Paso Del Norte Region, there is a one-of-a-kind fusion of cultures stemming from the people along our borders.
Authentico, is a “new” word that exemplifies this fusion and encompasses the genuine soul of the region that coalesces colorfully in the downtown districts. In Downtown El Paso we find the family man in El Segundo Barrio, the shopper from Ciudad Juarez, the young downtown entrepreneur, the City employee, or the El Paso local searching for something special to do in the heart of their city. The absence of the synthetic veneer you get when visiting a mini mall, or a cookie cutter super store found anywhere else in corporate America is something a visitor or resident of Downtown El Paso can appreciate.
The heart of the Authentico campaign will rely on the grass roots efforts of social media with a series of videos highlighting downtown districts, in addition to photographs that capture the authenticity of downtown, and promotional contests to engage the public.
Authentico Photo Contest
The first of these promotions, a photo contest, invites the public to express what they feel makes Downtown El Paso Authentico to them through photography. Participants have a chance to win prize packages to participating downtown businesses. Judges include Estela Casas of KVIA, Mike and Tricia of 93.1 Kiss FM, cartoonist Nacho L. Garcia Jr., and prolific photographer Brian Wancho! Visit the AUTHENTICO Photo Contest page for more information.