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Think Ybor is party all the time? Think again, city says
"Spicy," "cool" and "authentic" are more like it, says a campaign aimed at 25- to 54-year-olds in a 50-mile radius of Ybor.
By JANET ZINK
Published March 17, 2006
TAMPA - Cigars. Flamenco dancers. Paella and ice cream. Musicians, artists, a streetcar.
These are some of the images slated to appear in a $350,000 advertising campaign for Ybor City. The money comes from property tax revenues generated in the historic district.
Roberts Communications Inc. on Thursday unveiled the "Flavored to Suit Any Taste" campaign set to launch next month with billboards, radio and newspaper ads and a Web portal.
Advertisements will feature an Ybor City banner floating across globed street lamps and words like "spicy," "authentic," "original" and "cool" embellished with a design reminiscent of wrought-iron railings.
"One ad will not tell the entire story. We have a campaign that will cover the full complexity of Ybor," said Roberts creative director Greg McGough.
The ads are targeted to 25- to 54-year-olds in a 50-mile radius of Ybor.
Cleaning up Ybor, which has earned a reputation as a sometimes dangerous party district, is one of Mayor Pam Iorio's top priorities.
In the past 18 months, she has approved a teen curfew, ordered sweeps on businesses that violate rules regarding signs and crowd control, opened Seventh Avenue to vehicles on weekend nights to curb the street party atmosphere and strengthened a noise ordinance that could mean jail time for repeat offenders.
The advertising campaign is intended to promote Ybor City businesses and let people know Ybor has more than just bars. There are also cultural experiences and restaurants, said Vince Pardo, manager of the Ybor City Development Corp.
City Council members gushed over the proposal.
"This is so extraordinary," said Linda Saul-Sena. She also said she was impressed that it was completed in just three months - practically record time in the world of city government projects.
"Maybe it's a new day dawning," she said.
Janet Zink can be reached at jzink@sptimes.com or 813 226-3401.
[Last modified March 17, 2006, 01:54:15]
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