Weclome To Fresno, The Pathway To Other Cool Places

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

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.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.