Ogilvy launches campaign to attract hi-tech to Denver

DENVER, CO: Ogilvy PR and Alexander Ogilvy have been jointly retained to promote Denver as the 'Convergence Corridor,' aiming to attract hi-tech companies and workers to the area.

DENVER, CO: Ogilvy PR and Alexander Ogilvy have been jointly retained to promote Denver as the 'Convergence Corridor,' aiming to attract hi-tech companies and workers to the area.

DENVER, CO: Ogilvy PR and Alexander Ogilvy have been jointly retained to promote Denver as the 'Convergence Corridor,' aiming to attract hi-tech companies and workers to the area.

The program is sponsored by the Metro Denver Network, a subsidiary of the Denver Metro Chamber of Commerce and will have a budget of up to dollars 400,000.

'Denver is becoming one of the most exciting places for hi-tech companies,' said David Melancon, MD at Ogilvy who will be heading up the account.

'We will be working with local companies to integrate their communications, so when they talk about their businesses they will be saying why they are located where they are.'

Convergence was chosen as Denver's hook when a study by the Network revealed that local companies represented five key sectors: computer storage, software, biomedical products, telecom services and telecom equipment. Qwest Communications and Sun Microsystems are two examples of companies currently located in the Denver area.

Joe Snell, executive director of the Metro Denver Network, explained that Ogilvy and AOPR have been hired to help the organization communicate the key selling points, including Denver's extensive broadband access, the critical mass of existing competitive companies, dynamic government support and an excellent quality of life.

Snell said the organization will not be retaining an advertising agency, as he is 'not a believer' in its efficacy.

The agencies will be working on organizing trade shows and media visits to begin in January. Their complementary strengths and experience were important factors in winning the account, according to Melancon. 'On the Ogilvy side we have a lot of experience with economic development and branding,' he said.

AOPR offered a proven background in promoting executives, conference management and building buzz.

A Denver resident for only 18 months, Melancon also has first-hand knowledge of how difficult it is to change the image of a location. 'When I moved here from California, people were like, you're moving where?' he said, adding that already the perception has shifted in that short time.

'We think there's a story here,' Snell said. 'Our focus is to make sure that those in New York understand Denver is more than just the Broncos.'



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