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Cuero Chamber unveils new branding campaign

Sonny Long

By Sonny Long
April 22, 2010 at 6 p.m.
Updated April 21, 2010 at 11:22 p.m.

Billboards highlighting the Cuero Chamber of Commerce's new branding campaign will be placed in Nursery on U.S. Highway 87, north of Victoria, and on U.S. Highway 183, south of Austin.

CUERO - The county seat of DeWitt County has a new brand, and it hopes visitors will enjoy the story.

"It was time for the chamber to focus on a marketing tool that would fit everything we do and be recognized as being Cuero," said Kay Lapp, executive director of the Cuero Chamber of Commerce and Agriculture and Visitor's Center.

The chamber launched a new campaign featuring a revamped website, new billboards and advertising and marketing materials.

Cuero's most famous resident, Ruby Begonia the racing turkey, and the recently renovated DeWitt County Courthouse figure prominently in the branding campaign's visuals.

Two new billboards should be up next week, one on U.S. Highway 87, north of Victoria, and one on U.S. Highway 183 south of Austin. The new website will launch in June.

"When we started this process, it became apparent why branding is so important," said Lapp. "We want residents and visitors to feel the charming qualities of this Texas treasure in everything they see and do."

An eight-member committee of chamber members from various backgrounds worked on the campaign. The goal of the committee was to discover the true meaning of Cuero and turn that meaning into something visual, according to a news release from the chamber.

The committee, working with Jet Marketing and Advertising, created a new Cuero brand platform, a new logo, tagline, copy and other branding elements to be used for marketing pieces.

Janell McPhail of Jet Advertising and Marketing said the 100th anniversary of Cuero spurred the look at re-branding.

"The chamber board felt like it was time to get a new look, but more than that, the board wanted to find out what the Cuero brand is all about to help focus marketing efforts," McPhail said. "The branding is more than a campaign, it is a new look for the community. We want people to come to Cuero to enjoy the community on a weekend all year long."

The branding campaign carries a $15,000 price tag the chamber began budgeting for in 2009 and runs through 2011.

Some of the costs are shared by other entities in town, including the Turkeyfest Association, Cuero Development Corporation and the Cuero Business Co-op.

The project also includes sharing stories from Cuero, thus the "Enjoy the Story" tagline.

One of the goals of the campaign is to encourage residents to tell their stories.

"There are so many old families in this community and the stories and history they have to tell is phenomenal," McPhail said. "We want the community to share the stories so the Cuero legacy lives on."



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