Wasilla's mayor did the right thing

Spectrum, by Bonnie Quill

As a marketing professional and someone whose job it is to promote and create awareness of the Valley, I have to defend the actions of Mayor Dianne Keller in producing a professional video. After reading the mean-spirited editorial, "Hey, buddy, I've got this bridge," I was curious to view the two-minute commercial and five-minute video, so I went to city hall and had a look.

The city received a value for the product Pat Summerall Productions delivered. Film is the most expensive marketing media to produce. As a former advertising executive at a large agency I don't agree with the $800-per-minute figure quoted in your article, "The price of honor," on Oct. 10, 2004. Just last year the Alaska Travel Industry Association spent nearly $100,000 to get new footage for the first time in more than 10 years, to update their television spots. They were able to use a high-tech fly-cam to get creative shots, which costs more, but they did not end up with 100 minutes of footage.

The name Pat Summerall has national recognition. That costs something. Did you know that a voice-over of Tom Bodett on a television spot would cost six figures? Much more for a five-minute video.

It is very common for celebrities to be involved in marketing projects. In Alaska it happens frequently, especially in the sport-fishing industry. Celebrities get paid to take an Alaska fishing vacation and lend their recognition to a product or destination. Mat-Su CVB frequently receives requests for financial assistance to film crews. It is extremely expensive, especially the travel and equipment costs.

Wasilla is increasing its efforts in economic development. The city recently had a nationwide search to fill a staff position dedicated to economic development. This is the ideal tool to put in this new employee's toolbox. Image sells. A bullet list on an 8.5-by-11 inch piece of white paper listing reasons why a company should locate in Wasilla will not close the deal.

The Frontiersman focused on the "Champion of Industry" award angle and its insignificance. The significant ingredient of this chronicle is the production of a valuable video for use in marketing Wasilla. They didn't pay for an award -- they paid a fair price for film.

Bonnie Quill is the executive director of the Mat-Su Convention & Visitors Bureau.