IsiXeko sase-Columbia, eTennessee saphehlelela uphawu lwaso olutsha lokhenketho “Ndwendwela Columbia TN” kutshanje, inyathelo lokuqala lokhenketho lesixeko. Ukuphehlelelwa kutyhilwe iwebhusayithi entsha, VisitColumbiaTn.com, isikhokelo sabatyeleli, kunye noyilo lophawu emva kwenkangeleko entsha, zonke ziyilelwe ukukhuthaza uhambo oluya eColumbia.
Iinzame ekujoliswe kuzo zaqala xa iBhunga lesiXeko lenza ukhenketho njengento ephambili ephambili kwisicwangciso salo sobuchule, siqaphela ukubaluleka koqoqosho kunye nefuthe lokhenketho. Bagunyazise uphando lwentengiso kunye nophawu olwenziwe nguChandlerthinks waseFranklin, Tn. Ingxelo yokugqibela yolu phando, ekhutshwe ngo-2017, ichonge uluhlu lwezinto eziphambili eziphambili ukuze isixeko sigqibezele ukuseka ubukho bokhenketho. Phakathi kwazo, yenza uphawu lokhenketho, iwebhusayithi, isikhokelo sabatyeleli, ubukho bedijithali/ezentlalo kunye nesibambiso sentengiso.
Ukuqaliswa, okukhokelwa nguMlawuli wezoKhenketho kunye neNtengiso yaseColumbia uKellye Murphy, kuza njengoko egqiba unyaka wakhe wokuqala esixekweni. “Ndichulumancile ukuba nophawu endaweni ukuze sikwazi ukwehla kwishishini lentengiso yaseColumbia,” utshilo uMurphy. “Abakhenkethi baziingcali, abathengi abanolwazi xa kufikwa ekufumaneni amava okuhamba okwenyani. Iwebhusayithi entsha kunye nesikhokelo siza kubanika eyona mpembelelo ibalaseleyo kunye nolwazi lokucwangcisa utyelelo lwabo eColumbia. ”
I-Columbia, isihlalo sedolophu yaseMaury County, ikwiikhilomitha ezingama-45 emazantsi eNashville kunye neekhilomitha ezingama-75 emantla eHuntsville, Alabama. Ngamanye amaxesha ibizwa ngokuba yi "Muletown," isiteketiso esamkelwa kumbhiyozo woNyaka weMule wonyaka osusela kwiminyaka yoo-1800, iColumbia yaziwa ngokuba yidolophu yayo yakudala, edlamkileyo emiswe ecaleni koMlambo iDuck iibhloko ezisuka kwiSithili soBugcisa saseColumbia esandula ukusekwa. Kwaye i-Columbia igcina isikhundla sikamongameli njengekhaya lezinyanya zikaMongameli we-11 wase-US uJames K. Polk.
“Ngumsitho obalulekileyo kwiSixeko sase-Columbia njengoko sisungula uphawu olutsha lokhenketho,” utshilo uSodolophu wase-Columbia uDean Dickey. “Sifumana uhlaziyo ngokutsha ngamashishini amatsha kunye nohlumo lweendawo zokuhlala kunye nokulindela ukukhula kokhenketho. Abantu abaninzi bahamba apha, kwaye iindwendwe ezininzi zifumanisa i-Columbia. Siyavuya ukubamkela.”
I-Marketing Columbia yinjongo ebalulekileyo yesicwangciso esiliqili yiBhunga lesiXeko sase-Columbia,” utshilo uMphathi weSixeko sase-Columbia uTony Massey. "Sinebali elimnandi ekufuneka silibalise, kwaye siyalixela."
Eyona nto iphambili ibikukudala inkangeleko kunye nokuziva kophawu lokhenketho. U-Bryson Leach walapha e-Columbia, umseki we-brand ethi "My Columbia" nowaziwa ngombono wakhe omtsha woyilo kunye nokuyila, wonyulwa kulo msebenzi. ULeach wafunda ingxelo yokuthengisa kunye nentengiso ukuze aqonde kunye nenkuthazo ngaphambi kokuba athathe isigqibo malunga ne-iconic yenkundla ye-logo yelogo. Imibala yebhrendi kunye neefonti ezikhethiweyo zibonisa uhlobo olungacwangciswanga, olunomtsalane oluyinyani kuhlobo. Umgca wethegi othi “Idolophu yaseMazantsi eNcinci eneKick” inika imbeko echubekileyo kwisithethe soSuku lweMule kunye nomxholo weMuletown ongene kwilaphu laseColumbia.
Inkqubo ebanzi yokuyila iwebhusayithi entsha yezokhenketho ibe yeyona nto iphambili ngokubaluleka. Inkqubo yebhidi esemthethweni ikhokelele ekukhethweni kwe-Simpleview Inc., inkampani ekhethekileyo kwiwebhu kunye noyilo lwegraphic kushishino lokuhamba, ukudala indawo entsha ye-VisitColumbiaTn.com. Umsebenzi wabo yayikukuphuhlisa iwebhusayithi ephendulayo eya kubhenela iindwendwe kuzo zonke izixhobo, kusetyenziswa imibalabala, imifanekiso ememayo kunye nokuhamba ngendlela ecacileyo. Iimpawu zesayithi, ukusebenza, kunye noyilo luyenza ibe sisixhobo esifanelekileyo sokuthengisa ukukhuthaza uhambo oluya e-Columbia ngokubonisa isixeko ngeefoto ezinyanzelisayo, amabali, kunye nolwazi olubanzi lwabatyeleli.
Isikhokelo sabatyeleli sase-Columbia siyilwe ngokuhambelana neprojekthi yewebhusayithi. Kwakhona, uLeach wabizwa ukuba ayile isikhokelo ukuba sibonakalise i-Columbia eya kudala umdla kwindawo ekusingwa kuyo kwaye iphembelele abatyeleli ukuba bafune i-VisitionColumbiaTn.com yokuphefumlelwa nokucwangcisa uhambo. Isikhokelo esigqityiweyo siyafumaneka kwiwebhusayithi, kuMbindi Tennessee amaziko amkelekileyo, nakwiihotele kunye nezinto ezinomtsalane kwindawo enkulu yaseNashville.
