"Why Houston?"

I think the better question is why this?

After trotting out and discarding a series of slogans over the years, Houston's official marketing agency is taking a new approach as it prepares to launch a $3 million campaign to enhance the city's national image.

Instead of a snappy catchphrase, advertisements soon to appear in national publications will feature earnest testimonials from well-known current or former Houstonians such as singer Beyonce Knowles, soccer star Brian Ching, heart surgeon Denton Cooley and former President George H.W. Bush and his wife, Barbara.

Starting in February, the campaign will feature ads in the Wall Street Journal, USA Today, Continental Airlines' inflight magazine, Texas Monthly magazine and other publications, said Lindsey Brown, marketing director for the Greater Houston Convention and Visitors Bureau. Broadcast ads also are in the works, she said.

The celebrities featured in the "My Houston" ad campaign, however, aren't being asked to recite slogans. The bureau has stopped using its most recent slogan, "Space City: A Space of Infinite Possibilities," Brown said.

"We feel that Houston is the word that's important right now -- Houston is the word that needs to be at the top of the mind rather than a slogan," Brown said.

Whatever. I don't see why anyone thinks this will do better than any of Elyse Lanier's infamous efforts, or why anyone thinks it will be more effective than "Houston: It's Worth It". But I suppose the GHCVB has to do something to justify itself. As for me, you can put me down as being with Cory on this one.

Posted by Charles Kuffner on December 28, 2007 to Elsewhere in Houston