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William Lozito over at Strategic Name Development talked about Edmonton's new campaign. Simply put, he didn't like it. The slogan is "Edmonton - It's cooler here." To unjustly distill his message down, he posits that since people already know Edmonton is cold (uncomfortably so, even) there's little point in reminding everyone of this fact. I'm of a different mind than William on this one. It isn't that he's wrong, per se. I just think that the slogan isn't aimed at him - or at anyone in the North. Living in Washington DC with the 95% humidity and temps that creep over 100 degrees a few times a year, the tagline actually means a lot to me. I know little about the area, but a few weeks out of the year that tagline alone would get my attention. I think branding pundits in general should take a step back and consider that slogans don't need to fit for the entire year. Seasonality and branding go hand in hand. The phrase "Ski Utah" doesn't help much in July, and you don't hear Washington DC crowing about their cherry trees in November. The slogan (or attraction) goes into hibernation when it isn't needed. So, while I respect the opinions of William, Sacamano, and an industry travel site, I find the phrase to be compelling. I disagree with Edmonton's own planners that we should focus on alternative meanings for "cooler" since coolness is a quality that doesn't age well. Mr T, bell bottoms, jello molds, and Michael Jackson used to be cool. Time changes our perspective (except about Mr. T - he'll always be B.A. Barracus to me.) I like that "cooler" has depth, but I wouldn't focus on that depth for this campaign. The message works well from June through September and it is an outwardly focused lure rather than an inward looking one. Some towns need to boost pride, some need to boost tourism. I'm assuming that Edmonton is looking for more dollars. Who is the ideal target? Not Canadians, Northeasterners, or Europeans. I think this tag is aimed at anyone in the triangle of the US roughtly defined by Arizona, Florida, and Washington DC. The best way to avoid the Summer heat is to not be here for it. So - a well-placed and well-timed advertisement when the mercury rises above 95 could result in flocks of people heading to the North. Couple the campaign with a Canadian airline promotion and I guarantee you'll find the kennels in the South full of dogs wishing they'd been going there too. So - not many points for creativity on this one. But with the right weather patterns the fact that "it's cooler here" could be more powerful than San Francisco's "There's Gold In Them Thar Hills." It doesn't take creativity to be desireable if you've got something that you physically can't get anywhere else. And points for bravery too. Pointing out something the locals see as a negative to attract dollars that see this as a positive takes guts. My suggestion to Edmonton would be to admit that the slogan is to attract dollars and not to boost morale. Help the locals buy in by showing them what the weather is like elsewhere during the summer. Heck - even go as far as to make it a little kitchy. Cable-knit sweaters in the summer and the like... Make it a point of pride that come the summer months you can actually step outside and not feel like you're in a sauna. This can work. It may only work for four months out of the year, but this can work. Tate Linden |
