Weclome To Fresno, The Pathway To Other Cool Places

According to USA TODAY, the city of Fresno, Calif. is investing in its image.
fresno_sign.jpg

For decades, Fresno has been a punch line, a city maligned on the national stage for everything from its smog and crime, to its hot weather and reputation as a bastion of the un-hip.
The city is fighting back, starting with a $1.2 million marketing campaign with the slogan: “Be World-Class. Be Fresno.”

I’m all for putting one’s best foot forward, but it sounds like Fresno needs to be real while it’s “being Fresno.” If that $1.2 million went to improving the product–in this case the city itself–word might get out, and we all know word-of-mouth is the best advertising any product or service can have.

FacebookTwitterGoogle+PinterestLinkedInRedditStumbleUponEmailDiggShare
About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Doer of the things written about herein.

  • http://www.feedpub.com/marketing/ Ryan Norris

    I saw Jay Leno the other night and the new slogan didn’t stop him to have a crack at Fresno again.
    “The city is fighting back, starting with a $1.2 million marketing campaign with the slogan: “Be World-Class. Be Fresno.”
    Actually, I think it’s money well spent since marketing is a battle for the minds; Provided they follow it up with real improvements in the city itself.

  • http://adpuppet.com adpuppet

    I agree that the money would be better spent elsewhere, though wonder if the city is victimizing itself without realizing that there’s even anything’s wrong at all.