More (pathetic?) city branding efforts... (Baltimore)

I've been way behind in reading, so I missed the Baltimore Sun's article a few days ago about Baltimore's new slogan: "'Get In On It". This was disclosed in the article "Baltimore's new bait: The city is about to unveil a new slogan, 'Get In On It,' meant to intrigue visitors." (Also see today's Sun editorial, "Branding Baltimore.")

I think it's pretty unimaginative. Get in on it? Why would that possibly motivate me to go to Baltimore? Is "what the hell is that supposed to mean?" the kind of intrigue that they aim to engender?

Here are some of the positive associations I have in thinking about Baltimore (we won't list the negatives like heroin distribution, Stop Snitching, 50,000 vacant properties, or a high murder rate):

Movies like Avalon and Diner, heavy industry, the birth of railroads, ocean-going ships, Inner Harbor, historic buildings, rowhouses, public markets, Lexington Market, the waterfront, Fells Point, steel, Domino Sugar, Natty Boh, Penn Station, Washington Monument, Bromo Seltzer Tower, Baltimore Orioles, Baltimore Colts, Cal Ripken, Johnny Unitas, Camden Yards, (Memorial Stadium), Bertha's Mussels, concerts at places like Fletcher's, dessert pizza at Brick Oven Pizza, Charles Street, National Aquarium, sailing, Preakness, Johns Hopkins University, Old Bay Seasoning, crabs!

"Get in on it" doesn't call forth any of those images, not at all.

From the article:

Filmmaker John Waters said, "It's not catchy. I keep having to ask what it is again because I forget. That's OK. I don't hate it." I get what they're saying," Waters said. "What they're saying is, come celebrate real estate porn. You know, when people talk about how much their house cost at parties."

One branding expert, Eric Swartz, founder of TaglineGuru.com, said Baltimore has come up with a winning slogan. "Get In On It sounds provocative, inviting, sounds like there's something to discover" in Baltimore, Swartz said. "It's vague enough to have an appeal to people who are not familiar with Baltimore. It's an invitation."

In my opinion, vague doesn't sell, unless you have nothing to sell. Or at least, given my background in direct marketing, I believe in being direct, that "more is more" not "less is more." There are too many competitors to not be specific about your own competitive advantages.

More from the article:

Swartz said the city should be prepared for an initial backlash. "Projects of this magnitude are usually accompanied by a fair amount of anguish and nagging doubts, especially when detractors start chomping at the bit. After all, a city's pride and reputation are at stake," Swartz wrote in an article, "Jumping on the Brandwagon," on his Web site.

The branding strategy aims to create a positive perception that attracts tourists and conventions, which, in turn, can boost the local economy. Experts consider Las Vegas' slogan "What Happens Here Stays Here" to be among the most successful. An earlier attempt by Sin City to brand itself as a family-friendly destination led to a demonstrable drop-off in business."A slogan is a valuable ambassador," Swartz wrote.

The failure of Las Vegas' previous branding attempt was a failure because it was at odds with what Las Vegas has to offer--non-stop gambling and some sleaze. Las Vegas is not Branson, Missouri or Disneyland, and it never will be.

To be fair, I haven't delved into every page from BACVA on their new "Are You in On it?" campaign. In any case, they've done a nice job launching this.



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