Historically, Fairbanks, AK (population 86,754) has been known for its extremes. It was always the hottest, the coldest, the darkest and also most remote. North Star, a community branding firm, set out to find what people in Fairbanks loved about their community, using that passion to rebrand Fairbanks. The ad that I love best is on the right. Don’t you love the copy, “Once you’ve been here, you understand their determination to return?”North Star found that locals loved the Northern Lights, midnight sun, hot springs, Arctic Circle and other wonders of nature. And from those wonders of nature, those extreme conditions have created an unmatched light, energy and warmth.
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