The Greater Houston Partnership faced an interesting opportunity centered around drawing young professionals in science, maths, engineering and medical fields to establish themselves in the city of Houston, where economic growth was at a tipping point during an otherwise down US economy.
The campaign concepted and developed needed to appeal to the younger demographic and market off of research that showed Houston excelling in providing an remarkable quality of life. Test groups, surveys, interviews and benchmark studies were performed to discover that Houston really is The City With No Limits, whether it is living, working, or playing. Part of the challenge was to break opinions of Houston as being not as advanced as LA and NYC, not being young, and to meet the needs of a variety of audiences in different markets.
The feel and messaging for the campaign was born out of a series of attributes: confident, ambitious, open, and energetic. We knew the best way to reach our audience was to put them in the forefront of everything we did to assist them in visually seeing themselves within Houston. Marketing materials, video work, social media, events, and web work highlighted young native Houstonians. This idea opened the way for us to provide users with a way to then make their own version of Houston and put them at the center of showcasing all of the different ways to love Houston. From the diverse logo-mark, the customizable options for users, and creating online spaces to share individual stories, the overarching brand leaned into the concept that anyone can make Houston their own.
The website and social media tactics had several layers and phases. The plan had to easily flow with the flexibility of the branding, it had to be well-received by Houstonians in order to garner their support, and provide enough relevant and fun information for our key audience. In the end, the launch of the campaign received 77,000 unique web views, with 7.1 million social media impressions, and 134 Houstonians who signed up to take part—all within the first week.
Team Role: Strategy, Digital and UX Director, Application/UI Designer, Technical Project Manager