Anchorage Big Wild Life™ is a living community brand expressing the wonder and splendor experienced in Anchorage. Revel in our Big Wild Life!™
How we got here
The Anchorage brand is a culmination of what makes Anchorage unique, an experience like no other that is meaningful to people – residents, visitors and business entrepreneurs.
During the branding process, the key to understanding Anchorage's distinctive appeal was a result of detailed research with city organizers, citizens and traveling consumers.
Brand research
- Community partners brainstorm
- 1-on-1 interviews with community leaders
- Secondary research review
- Competitive cities audit
- Anchorage visitor phone interviews
- 2-day public forum
- Storytelling expedition
Research included discussions about the city's personality, key equities and the features and benefits Anchorage offers residents, visitors and those doing business.
Insights gathered resulted in a brand strategy recommendation of "abundance" reflecting life on a grand, larger-than-life scale.
From this foundation strategy came the theme: Anchorage Big Wild Life, and other creative assets to support the brand. The result of this effort is an evolving process, as all audiences and those who promote the city get to know, support and extend the new brand: Anchorage Big Wild Life™.
Launch campaign
Locals, businesses and visitors celebrated the launch of Anchorage Big Wild Life™ at downtown Anchorage's Town Square Park. Native American Music Award winners, Pamyua, performed an eclectic mix of Alaska Native, African-American and fusion vibes.
The festivities also included music, stilt walkers, jugglers, Star the Reindeer, Alaska Wild Cheerleaders, free Alaska-made Kaladi Brothers coffee, Special Olympic athletes and performers from the Anchorage Skating Club.
Set amidst large ice carvings in Town Square Park, the brand launch featured a fully-wrapped People Mover bus sporting the Anchorage Big Wild Life™ theme, as well as t-shirts, banners, Nalgene water bottles, and Anchorage water bottles made available to attendees.
The Brand in Action
- View teaser ad campaign - 1.2mb PDF
- View People Mover bus wrap - 2.9mb PDF
- View Anchorage Big Wild Life™ t-shirt - 86k PDF
Want to Participate?
Anchorage Big Wild Life™ is a trademark of the Anchorage Convention & Visitors Bureau, Anchorage Economic Development Corporation and the Municipality of Anchorage.
For more information on how to adopt Anchorage Big Wild Life™ for your business or to be a licensed retailer, send an e-mail to .
