High River has officially launched its 'Rooted In People' digital campaign.

In the past when someone Googled High River they usually got pictures, videos and stories about the 2013 flood since it was covered so extensively.

Economic Development Officer Jodi Dawson says the campaign aims to change that.

"Just widening the impression and understanding of who High River is all that we have to offer," she says. "I've always had this impression that we've been this best kept secret and now it's time for that not to be the case."

She says the more the message gets shared the less likely people are to see the community as just the place that flooded.

"It's all about what we have to offer today, and we're still rooted in the same strengths that we've always been rooted in and that's the tenacity, and capability and passion and dedication of our citizens, we have an amazing town full of amazing people doing great things and we need people to know that," she says.

The Town partnered with Anstice Communications and through a series of workshops and public branding sessions was able to settle on a focus for the campaign.

“We felt compelled as an agency to tell the stories of High River in a documentary-style campaign that showcases the fabric of the people in the community and how special they are,” said Megan Rokosh, Strategic Director for Anstice Communications in a release put out by the Town. “We’ve studied hundreds of municipalities and haven’t come across anywhere else that has the same sense of pride and support among its residents. When you’re in High River, you want to stay because you feel like you’re part of something special.”

The first video in the series features entrepreneurs who've chosen to set up shop in the town.

For more go to www.choosehighriver.ca