
We live in a city with an image problem. The reason for the image problem is that there's a reality problem. The newest and only acceptable media campaign for Houston, as far as I'm concerned, has landed. Houston. It's Worth It. (HIWI for short) is a guerilla marketing blitz commissioned by nobody, and it's evolving into BIG because it's the catchphrase the city has been waiting for. The difference between this and all the previous attempts is simple: it's true!
You may recall the Bible story of Passover in which the Lord subjects Pharoah to 8 plagues to convince him that Moses is right and he should Let His People Go. Well, in Texas bigger is better, and so the core values of HIWI are the 20 afflictions. The list features the real-life issues that fluster all Houstonians: the flying roaches, the heat, the humidity, the traffic, and the no mountains. Despite all these obstacles, the thinking goes, somehow Houston is still "worth it."
Through their company ttweak, David Thompson and Randy Twaddle came up with the new slogan. The idea has gained popular support, and hundreds of web surfers have added their own reasons for what makes Houston "worth it."
Jordy Tollett, President of Greater Houston Convention & Visitors Bureau, denounces the renegade campaign. He feels it confirms a prospective visitor's worst fears. On the other hand, however, he admits,
...it has been a challenge over the years to come up with the right slogan.
"We've probably spent an excess of $75 million in the past 30 years on image campaigns, and we keep coming back and saying, 'Well, that didn't work.' "
One of the more embarrassing moments came in 1997 during the "Houston. Expect the Unexpected" campaign.
The Houston Image Group, a city-sponsored commission, spent $500,000 for an ad in Time magazine featuring a scratch-off sweepstakes game. Only one person among 4 million Time subscribers claimed one of the 33 prizes. (David Kaplan, Houston Chronicle)
The new Houston. It's Worth It. logo appears on the usual tee shirts and coffee mugs, but in an authentic Houston gesture, you can also buy 100% pure cardboard fans in 5-packs. Keeping us cool on our hot summer nights and days.
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