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Oxnard readies for its closeup

By   /   Monday, April 19th, 2010  /   Comments Off on Oxnard readies for its closeup

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Oxnard is ready for a make-over.

The city, tired of being perceived as nothing more than acres of crop fields and a hotbed of crime, is rebranding itself — although it doesn’t yet know what it wants to look like when all is said and done.

The citywide effort is in collaboration with Destination Development International, a Seattle-based consulting firm that works with cities and tourist destinations on brand development. Everybody from the City Council to the Chamber of Commerce and the Convention and Visitors Bureau has jumped on the branding bandwagon, pitching in with opinions and sponsorship money for the $125,000 campaign.

The full version of this article is only available in the print edition.

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