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Months of research, surveys and focus groups have led the Greater Omaha Chamber of Commerce to a new image-boosting campaign slogan: We Don’t Coast.

The chamber plans an August event to reveal details of how it will use the phrase. But it has already started to tease the results by writing the message at strategic points in town, including at the corner of 12th and Harney Streets and on the Bob Kerrey Pedestrian Bridge.

The chamber also recently registered a “We Don’t Coast” trademark.

Development of an image- strengthening strategy was part of the chamber’s larger, $23 million Prosper Omaha fundraising campaign. About $6 million was to be set aside over the next five years to build a campaign around an image that better describes and promotes the metro area, which includes Douglas, Sarpy, Cass, Washington, Dodge and Pottawattamie Counties.

Earlier, chamber officials invited area natives and transplants to participate in an online survey about their impressions of the area. Responses were to be used to create a brand that the chamber said would set the broader metro area apart and better capture its essence.

Officials said they also planned to develop a sub-brand for each county.