Marketing Houston's "Coolness" in New Campaign to Draw People With Big Brains to the City
Photo by Aaron Reiss An iPad captures what Houston means to this woman.
Standing among NRG Stadium's club seats, in front of guests and media in an almost entirely empty arena, Paul Hobby couldn't help making a football analogy.
"When you have the lead, what do you do?" the Greater Houston Partnership chairman asked. "You run up the score."
In 2012 Forbes named Houston America's Coolest City. In 2013 the magazine called Houston America's Next Great Global City. GHP is ready to add the missing pieces to stoke the city's fire -- a fire GHP hopes can be "limitless." At least according to its new ad campaign.
GHP unveiled a new branding for Houston Tuesday at NRG Stadium whose goal is to bring "knowledge workers" --- skilled employees like engineers and scientists --- to Houston's ten-county region.
Bringing those people, according to Jamey Rootes, a GHP board member and the president of the Houston Texans, will require changing outsiders' perceptions of Houston. GHP is calling Houston "The City With No Limits," and is marketing the city's coolness, not its economy.
Photo courtesy of Greater Houston Partnership
"I think we all understand that the perception of Houston doesn't meet the reality we know it to meet," Rootes said.
Hence the new branding campaign. Houston-based MMI Agency and Austin-based Avalanche Consulting conducted the research and developed the creative elements for the campaign, which includes the hashtag #HoustonNoLimits. According to Rootes, the two companies' research found that people decide whether they'd like to live in a city before looking into a city's employment opportunities.
That explains the campaign's two-minute primary promotional video, which focuses on Houston's neighborhoods and attractions -- from Discovery Green to The Heights to Texans games.