Marketing Houston's "Coolness" in New Campaign to Draw People With Big Brains to the City
|Photo by Aaron Reiss|
|Marion, left, and Rootes, answer questions from the media.|
The campaign will also include profile advertisements of different Houstonians, a play on the idea that everyone has a different story. A few of these were hung in the NRG Stadium hallways, and attendees were invited to pose in front of a white screen to take a photo after they picked the Houston-centric magnets that suited them. ("Lawyer" was one of the magnets. Maybe that's why people don't think Houston is cool.)
|Photo courtesy of Greater Houston Partnership|
|Here's one of the profile advertisements.|
"Anyone who is out to promote the city is a partner in this," said MMI founder Cindy Marion.
Starting in 2015, Marion said, advertisements, both on television and in print, and social media campaigns will be strategically placed in towns that can't support the college graduates entering them. She didn't specify locales.
The beauty of the campaign, Marion said, is that it requires no positive spins, just proliferation of information about "a Houston that is ready to get recognition."
"We don't have to stretch the message," Marion said.
And if all goes according to plan, Houston will be welcoming new residents. But don't worry -- the city won't have to stretch its resources; they're "limitless," after all.