DHBC taps Extreme to help make Downtown Halifax a better place to “live, work and play"

After nearly four years since their last advertising campaign, the Downtown Halifax Business Commission (DHBC) wanted to reinvigorate their brand. After a competitive process, Extreme Group was awarded the contract to launch a new branding and awareness initiative for the DHBC, including an ad campaign and the creation of a new logo.

“Our process was designed to find an agency that would help keep our day-to-day efforts, and those of our 1,800 members, top-of-mind for the individuals living and working downtown,” says Ivy Ho, director of communications and marketing at DHBC. “Given the scope of the project, Extreme’s philosophy to ‘Think like the Consumer’ hit home with us and we are looking forward to working closely with them.”

The Downtown Halifax Business Commission is the voice of businesses located in the downtown core, and is focused on ensuring that everyone who comes to downtown Halifax has a great experience. In promoting the downtown as a great place to live, work, dine and entertain, DHBC also plays a strong advocacy role in the planning and maintenance of downtown’s beautification, development and preservation efforts.

“As a DHBC member and downtown business, we are strong supporters of efforts to make downtown a better place to live, work and play,” said Andrew Doyle, president of Extreme Group. “Downtown Halifax is a place to be proud of and we need to ensure that the story of what makes downtown Halifax great reaches all residents of our region and province. We want to make this everybody’s downtown.”

The challenge for DHBC is having all of its programs and activities offer a genuine and consistent brand experience over the long-term. “We share the same mindset as the DHBC. We can’t be shy about telling the story of downtown Halifax or showing people what makes it unique,” concluded Doyle.