We collaborated with the Greater Houston Partnership to develop a unique awareness campaign aimed at accentuating the positive realities of living in Houston and attracting talent to fill the growing economic base.
Partnering with Avalanche Consulting, extensive research included conducting an 11-city benchmarking study, interviewing prominent stakeholders, surveying site selectors, and hosting focus groups. The findings were conclusive: Houston ranked high in both economic and quality-of-life measures.
Based on research, MMI Agency identified the following brand attributes that best describe Houston: confident, ambitious, supportive, harmonious, open and forward looking. This led us to the campaign concept and tagline "Houston: The City With No Limits." For the logo, we created an "H" mark to visually represent the brand attributes. To represent the immense cultural diversity of Houston, we designed a number of different logo versions.
Aimed primarily at young professionals, the campaign needed to be not only vibrant and energetic, but also shareable on social media. We created billboards, print ads, radio spots, and PSAs featuring Houstonians and their favorite things about living in Houston.
Digital and Social
We also created a website, TheCityWithNoLimits.com, with interesting tidbits about Houston living. Site visitors were encouraged to become official brand ambassadors and to post on Facebook, Instagram and other social media sites with the hashtag #HoustonNoLimits. We created a Facebook page and a Twitter page @HoustonNoLimits.
The campaign began in June 2014 with a press conference and soft-launch event at NRG Stadium. More than 240 influencers were on hand to see the new campaign being unveiled with a stadium-sized banner and a behind-the-scenes video playing on the stadium screen.