BOSTON (AP) — A new nickname for the river valley in western Massachusetts isn't sitting well with some residents. The Berkshires, the state's mountainous western edge bordering New York, isn't part of the region. "Cool Britannia," an attempt to rebrand Great Britain in the 1990s, may not have won over all its detractors but seemed to hit the right note just as London was coming into its own in the 2000s as a dynamic and modern city, said Ian Cross, a marketing professor at Bentley University in Waltham, Massachusetts. Closer to home, Rhode Island quickly scuttled its "Cooler & Warmer" slogan and the state's chief marketing officer resigned last year after the $5 million campaign was widely panned and promotional videos mistakenly included a scene shot in Reykjavik, Iceland. Unveiled as part of the rebranding, the segment has been criticized for its liberal use of snippets of Chicago Bulls great Michael Jordan at his 2009 Basketball Hall of Fame induction ceremony in Springfield.
Pioneer Valley Or West Mass? Regional Rebranding Is Fraught
By PHILIP MARCELO, Associated Press, Seattle Post-Intelligencer: Living
Sun, 02/26/2017 - 10:14am
Topics: cool britannia, cooler & warmer boston ap the berkshires new york great britain london ian cross bentley university waltham closer rhode island reykjavik iceland unveiled chicago bulls michael jordan basketball hall fame springfield a massachusetts valley west rebranding marketing state part
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