Ad campaign extols virtues of Great Falls

A multimedia campaign touting the virtues of living and working in Great Falls was unveiled to glowing reviews Tuesday.

By JAMES E. LARCOMBE Great Falls Tribune

More than 300 people attended the premiere of the "Live. Right. Here." campaign produced by the Macerich Co., the owner of Holiday Village mall and the Great Falls Marketplace. The event, which included a free lunch, was held in the Panorama Room at the Great Falls International Airport.

"I’m pretty excited about it," said Sheila Rice, executive director of Neighborhood Housing Services in Great Falls. "I feel like Great Falls is a great place to live. We have so much positive going on, and yet some of the natives such as myself tend to ignore it. They’ve hit the nail squarely on the head."

The campaign, which includes TV, radio and print ads, features a number of local residents talking about the quality of life and the business climate in Great Falls. Sarrett Creative, an Atlanta-based agency that works extensively with Macerich, produced the ads.

"I thought they were very positive and well done," said Jack May, general manager of KTGF, a Great Falls TV station. "I think they portrayed the area quite well. Everybody seemed to be saying good things about it."

Along with unveiling the campaign, the event also included a pitch for local businesses to include all or part of the campaign in their advertising initiatives. The ads are being offered to businesses at no charge.

"I think if they get community support, it could grow and mushroom," said Stan Turner, chief executive officer at Great Falls Teachers Federal Credit Union. "The challenge is getting people to take the initiative and use it in a good campaign."

Along with asking area businesses to make use of the creative work, Macerich, the Great Falls Area Chamber of Commerce and Montana ExpoPark also have secured commitments from media outlets to use the campaign to promote Great Falls.

The ads are in part intended to combat negative perceptions of Great Falls among area residents. Some of those perceptions were identified in a survey of community attitudes commissioned by Macerich.

"In our area, perceptions are a big thing," said May, noting KTGF would donate airtime to the spots.

Along with presentation of the campaign, the gathering included a briefing on local economic development by John Kramer, president of the Great Falls Development Authority.

Kramer outlined several projects and initiatives, including the International Malting Co. plant under construction in Black Eagle, that represent good economic news for the area.

The improving national economy also is boosting the climate for projects the agency is working on, he noted.

"We’ve pulled off a few deals," Kramer said. "Not a lot but the next year is looking a lot better."

May said Kramer’s optimistic forecast, coupled with the upbeat campaign, appear to mesh well.

"The timing could not be better," May said.

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