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Fairfax County EDA's Advertising Campaigns
The history of advertising for Fairfax County is long and storied. From the county’s reputation 25 years ago as a Washington, D.C., bedroom community, to its place among the elite technology business centers worldwide, the advertising has followed a roadmap that has led us to where we are today: A recognition of Fairfax County as a place that, in addition to its enormous success and prosperity, hasn’t lost sight of the importance of balancing a good job and an enviable quality of life.
It’s a great place to end up. But where did it all begin? And how did we get here?
Establishing credibility
The first advertising sought to establish credibility for Fairfax County as a site for doing business. And what better way to do this than to borrow off of the power and influence of the nation’s capital? This advertising relied heavily on imagery from Washington, D.C., and leveraged the county’s proximity to the nation’s capital.
Creating an identity
As companies such as Mobil, TRW and AT&T located and expanded in Fairfax County, it became apparent that Fairfax County needed to establish its own identity. This advertising marked a departure from the D.C. imagery used previously. It used business imagery from the county and established the county as a business center separate from its Washington counterpart.
Making residents proud
The advertising worked. And Fairfax County was bustling. So the emphasis shifted its focus from “come here because it’s great” to “stay here because it’s great.” The retention campaign featured the many contributions, both economic and cultural, that businesses made to the county.
Going global
The World Congress on Information Technology came to Fairfax County in 1998 and spotlighted the county as a global technology business center. Exposure to a worldwide audience proved invaluable as the county expanded international operations in Asia and Europe.
The .com Craze
As the technology boom reached its peak, Fairfax County took on Silicon Valley. Fairfax County branded itself “e-country” and established an intriguing point of differentiation: quality of life. Ads portrayed the county as tech-savvy and educated as Silicon Valley, and highlighted the county’s great quality of life.
Your Life. Balanced
Once most people recognized Fairfax County as a premier technology business center, it was time to drive home the importance placed on a balanced life. The latest campaign shows residents enjoying the fantastic perks made available to the county because of a thriving and stable economic base. The campaign focuses on the advantages of finding a balance between a successful life at work and a successful life at home - a balance that is possible every day in Fairfax County. The campaign introduces the tagline: Fairfax County, Virginia. Your life. Balanced.
The Power of Ideas
The most recent capaign focuses on the "Power of Ideas." In each image, a person is struggling to find the answer to a question while those around him or her raise their hands with the answer.
Looking Forward
Fairfax County’s story is still being written. Who knows what the next chapter will bring. One thing is certain, however. The advertising will be out front, helping to lead Fairfax County into a new and even better place.
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