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Capture Attention. Unlock Growth.

How leading cities, regions, and destinations shape perception, strengthen trust, and drive sustained economic growth.

Assess how effectively your place translates attention into measurable outcomes in a 3-minute executive diagnostic, informed by real-world case studies.

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Take the 3-minute executive assessment

 

A practical assessment to understand where your place stands today, what is limiting impact, and where the greatest opportunity exists.

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At Gravity Global, our work with cities, regions, and destinations is guided by a clear principle: attention is where growth begins—but it only delivers value when it builds trust and belief.

Bill Fasig and Matthew Kruchko bring this perspective to organizations navigating growth, repositioning, and increased competition for talent, investment, and visitation.

As speakers and sponsors across City Nation Place Americas, London, UK, Australasia, and Global, and as expert hosts of the City Nation Place Lab, they work with senior place leaders to translate strategic and digital shifts into priorities that drive reputation, investment, and long-term growth.

Bill-Fasig

Bill Fasig

Executive Managing Partner, Growth

Matthew-Kruchko

Matthew Kruchko

Head of Strategy and Global Operations

Allegheny County
City of Calgary
Virginia Horse Industry Board (VHIB)
City of Detroit (MI)
Fulton County
The Toledo Region (OH)
Middlesex

Success stories

Allegheny County – “Proud for a Reason”

Fame

Allegheny County partnered with us to launch “Proud for a Reason”, a fully integrated campaign designed to highlight the region’s progress and opportunities. The effort reached residents across digital, traditional, and interactive channels, generating 11.4 million impressions and more than 70,000 clicks in its first flight — far surpassing benchmarks.

Admiration

The campaign’s multi-channel strategy resonated deeply with residents. Meta ads delivered 20.7 million impressions and 159,460 clicks, while YouTube achieved a 27.7% view rate — 10% above industry benchmarks. On Snapchat, engagement doubled expectations, with a Swipe Up Rate of 2.37%, proving that the county’s story of growth and pride connected authentically across diverse audiences.

Belief

“Proud for a Reason” invited residents to share their own reasons for pride, transforming the campaign into a community-driven movement. By celebrating both progress and heritage, the initiative reinforced trust in county leadership while inspiring optimism about Allegheny’s future. The result: a stronger, more unified sense of identity rooted in pride, loyalty, and shared vision.

Transforming Fulton County’s Brand – A Unified Vision for Public Perception

Fame

Faced with fragmented messaging and declining public trust, Fulton County partnered with us to craft a clear, unifying brand vision—“Experience the Difference. Fulton County.” The launch elevated visibility across residents and stakeholders through digital campaigns, proactive media outreach, and engagement surveys, while earning an “Outstanding” vendor performance rating for strategic impact.

Admiration

The refreshed brand was embraced across departments and the community, thanks to hands-on workshops that aligned internal teams and generated actionable strategies for consistent implementation. Coupled with creative campaigns spanning out-of-home media, social platforms, and digital optimization, the new narrative resonated as authentic and forward-thinking, fostering pride and unity among residents and employees.

Belief

With proactive storytelling now replacing reactive crisis management, Fulton County is positioned to sustain meaningful impact. Digital innovation, cohesive messaging across channels, and data-driven campaigns have built a foundation for measurable outcomes—deeper community engagement, greater trust in county leadership, and a long-term shift toward transparent, citizen-centered governance. This work proves that even the most complex public perception challenges can be transformed into clear, inspiring narratives with tangible results.

Empowering Michigan’s Tech Future with MEDC

Fame

Positioned Michigan as a national leader for innovation and opportunity through the “You Can in Michigan” campaign, elevating the state six spots in the Top 10 States for Business rankings and securing national recognition in Newsweek as “the New Silicon Valley.”

Admiration

Built a culturally resonant, optimistic brand platform that attracted diverse talent across semiconductors, EV, and advanced manufacturing showcasing Michigan as both a career destination and a place to live, work, and thrive.

Belief

Delivered measurable impact with 935,000 qualified visits/leads through a data-informed, full-funnel strategy that combined 1st and 3rd party data with targeting messaging providing the power of turning state-level complexity into clear, actionable outcomes.

What is F.A.B. ?

In a world overwhelmed with information, every brand is in a fight for attention. To win that fight, brands need persistent, heightened levels of Fame, Admiration, and Belief.

Our proprietary F.A.B. Market Performance Model uses an integrated framework to compile and analyze thousands of data points centered on attention-drivers.

fame

Measures how you're known.

The most famed brands are the most noticed. They generate the highest mental share and become the 'go to' in their category.

Admiration

Measures how you’re perceived.

When brands are admired, for example for their initiatives, stance, or innovation, positive perceptions and preference grow, driving emotional competitive advantage.

Belief

Measures how you’re Converting.

When audiences believe in a brand’s promise, it means people understand, deem relevant, and desire the value proposition, committing to the brand over alternatives.