FLORENCE, S.C. (WBTW) – Downtown Florence is the heart of the city and with new branding, city leaders hope to take downtown revitalization efforts to a new level.

“We wanted to reestablish a brand that would be one that as we continue to grow, that it could grow with us,” said Downtown Development Manager Ray Reich

The city, sponsors and funds from downtown events will pay for the $25,000 multimedia campaign.

Reich says advertisements are currently being aired on TV, radio, social media and in print publications.

“We’re hoping as the dollars become available that we can continue that. It’s an additional 13 week campaign and then we get to the first of the year and hopefully be able to continue it,” Reich said.

A move downtown business owners say they’re behind.

Peggy Brown is the owner of Clay Pot Coffee Shop, a business that she opened three years ago in Downtown Florence.

“I think it’s a really good idea, from rediscover to experience. It only makes sense, because two or three years ago when they did the rediscover, people really didn’t have a clue as to what downtown had to offer,” said Brown.

Reich says he hopes the new campaign will attract tourists and people in nearby cities who travel through Florence every day. He says instead of hiring an agency to come up with a branding, he got some people from right here in the community.

“Brought them to together for about three to four meetings and we talked about what we are and what we want to be and decided we could come up with branding as well as an expensive consultant from out of town,” Reich mentioned.

City leaders hope the new brand will become a tourism campaign within two years

Reich says the idea behind the new campaign is to reinforce to people that downtown is a destination with our dining. He says we’ll be growing more businesses as far as retail as time goes on.

Something business owner Peggy Brown says will help downtown continue to grow.

“I think we’re still in the baby steps. I think that we’ll see a full fledge growth when we have more retail people down here,” Brown said.

Downtown Development Manager Ray Reich says more than 50 events a year now happen in Downtown Florence.