This week another city marketing campaign designed to attract residents, this one from Houston. Their tag line is “The City With No Limits” and they have a web site with that URL. There are also TV ads, etc. to go with it.
If there’s a city in America that has a truly distinct take on urbanism, it’s probably Houston. And Texas is a place with a clearly distinct vision of itself and presence within the American mind. Yet how does Houston choose to market itself? As just another member of the generic checklist club. The video below will give you a flavor. If the video doesn’t display, click over to my site.
With Houston’s traditional focus on being the “opportunity city” you’d think that some portrayal of how opportunity uniquely plays out in the city would be front and center. But it’s not. Other than links to corporate job sites, there’s really nothing on opportunity in Houston. It’s just spin on lifestyle. But if fashion shows, ballet, and light rail are your thing, is Houston really going to be your top choice? I’m skeptical. The Houston selling point is economic opportunity, but it’s only weakly presented. Other than facile fillips like the moon landing, little sense of the distinctiveness, culture, or value proposition of Houston and Texas come through here. The video and campaign also don’t convey any strong sense of limitless. In fact, my takeaway is that life in Houston operates within the exact same confines as virtually every other major city.
I’d have to rate this one as a miss, which is particularly disappointing in light of the “opportunity” presented by Houston to get it right and their willingness to cut against the grain in other areas. It just goes again to prove my axiom that while every company tries its hardest to convince you of how much different and better it is than every other company in its industry, every city tries its hardest to convince you it’s exactly like every other city that’s conventionally considered cool.
I don’t blame the agencies that create these things, by the way. I’ve done quite a bit of thinking and analysis and believe the underlying problems are structural and embedded in the initiative from the word Go. I may post more on this later.