Since amalgamation, the region has officially been known as the Halifax Regional Municipality (HRM), although "Halifax" has remained in common usage for brevity. On April 15, 2014, the regional council approved the implementation of a new branding campaign for the region developed by the local firm Revolve Marketing. The campaign would see the region referred to in promotional materials simply as "Halifax", although "Halifax Regional Municipality" would remain the region's official name. The proposed rebranding was met with mixed reaction from residents, some of whom felt that the change would alienate other communities in the municipality through a perception that the marketing scheme would focus on Metropolitan Halifax only, while others expressed relief that the longer formal name would no longer be primary. Mayor Mike Savage defended the decision, stating: "I'm a Westphal guy, I'm a Dartmouth man, but Halifax is my city, we're all part of Halifax. Why does that matter? Because when I go and travel on behalf of this municipality, there isn't a person out there who really cares what HRM means."