Can “branding” a city through a snappy slogan and slick marketing campaign work?
A lot of cities apparently think so, including Dayton and Cleveland, as outlined in this USA Today story.
They point to successful and memorable slogans, like “I love New York,” and “What Happens in Vegas, Stays in Vegas.” It’s also interesting to read the comments under the story- on mentions great success North Dakota has had marketing itself as a “Wild West” destination for bicyclists.
The story doesn’t mention less-successful campaigns. (I’m thinking of the Michael Moore movie Roger & Me, when he mocks the marketing campaign Flint undertakes: “Flint: Our New Spark Will Surprise You.”) It does detail the Hastily Made Cleveland Tourism video, which Rust Wire previously highlighted.
I’m not sure how much a slogan alone can do without the jobs and attractions to back it up…but I guess a good one can’t hurt.
Have any other Rust Belt cities tried branding like this? Have they had any success?