I never thought I would be praising Las Vegas on a professional level, but among the city, state and country branding/marketing campaigns I’ve seen lately – Sin City shines.
We can live, work, visit, or do business almost anywhere. As a result, destinations must compete on a global scale for our attention, respect and dollars. The places that succeed communicate a strong identity and distinct characteristics. They stand out. They have a strong brand.
But how do you sum up something so broad as a city, state or country? How do you convey the essence of Egypt? Or, Sarasota?
We know what to expect – good or bad – from Las Vegas: glitz, gaudiness, gambling, gluttony, etc. The city promotes these things consistently. And it works because the experience confirms expectations.
Marketing attempts for most places are bland, generic and interchangeable. For the tourism audience, they typically involve couples walking on the beach, eating a meal or shopping. For the business audience, an assembly line with ethnically appropriate, sincere workers is usually shown.
If everything is portrayed as safe, sweet and nice, nothing is a unique, honest experience. The world is not as generic as implied in these ads (unless you take the tour bus).
Cities, countries, continents: be brave, be clear, be honest and see the links below.
Also, rest assured that what really happens in Vegas…
Recommended reading on city and place branding:
Branding Your City – CEOs for Cities
Nation Branding
Don’t Do This at Home