Digital Media and the Branding of Downtowns: Strategies for New Business Development Using Paid, Owned and Earned Media November, 2013 | Page 5

Downtown Durham and Raleigh have strategically positioned themselves as distinct brands that are
attracting businesses, a talented workforce and new residents. As the state and nation struggled with
chronic unemployment beginning in the late 2000s, downtown leaders and stakeholders used paid,
owned and earned media to capitalize on improvements that breathed new life into aging districts.
Durham
Nicknamed the “Bull City” more than a hundred years ago, Durham was built on tobacco and
entrepreneurship. The community is experiencing significant residential growth and business success
after embracing its entrepreneurial roots. Durham’s history includes long-time connections to the
American Tobacco Company, founded by the Duke family in the 1890s, and Black Wall Street, an early
20th century downtown financial district owned and operated by African Americans.
Today, a steady stream of students and recent
graduates from nearby universities have chosen
Durham as a place to start new businesses,
especially businesses that focus on technology.
Investors have transformed historic buildings,
many of which were once used in the tobacco
industry, into business and residential centers.
Today, some of the historic properties house the
American Tobacco Campus (technology
companies, restaurants and marketing firms), the
American Underground (a startup hub owned
and operated by Capitol Broadcasting
The American Tobacco Historic District is a highlight of
Corporation) and numerous new businesses such downtown Durham.
as coffee shops and specialty clothing