The NY Times wonders if good marketing will help
San Francisco’s Brand Is in Trouble. Can a New Ad Campaign Fix It?
San Franciscans don’t like outsiders bashing their city, but they’re also cleareyed about its biggest problems: homelessness, rampant drug use and leaders who can’t seem to fix those issues.
So how does San Francisco turn its lackluster image around?
Some wealthy locals say the way forward is a brand refresh, and they are throwing their support behind a new $4 million ad campaign that will promote San Francisco as a hub of innovation and creativity.
The slogan? “It All Starts Here.”
It’s meant to remind San Franciscans — and everyone else — that the city of cable cars, Levi’s jeans, the Summer of Love, Gap Inc., Uber, Harvey Milk and the Golden State Warriors still has an exciting future ahead of it.
What starts here? Poop, urine, and used drug needles in the street? Homeless everywhere? Rampant crime? Car breakins and thefts? Gap? Most of their stores in SF closed, and they just shut down their Banana Republic in the downtown area, where most companies are closing their stores. Levis is still open in the downtown area, but, it’s surely just a matter of time. Tech companies are leaving over all those issues, as well as the high taxes and high cost of living. Cable cars aren’t enough to chance having a 1 in 20 chance of being a victim of property crime.
In fairness, there are large areas of SF which are safe. You know, the richer areas where the cops tend to be deployed to in order to protect those toney areas.
The campaign, funded by tech billionaire Chris Larsen and Bob Fisher, whose parents founded Gap in San Francisco in the 1960s, includes a social media video narrated by actor Peter Coyote, hundreds of billboards around the city, banners hanging from light poles, and bumper stickers and signs for business owners and residents to hang in their windows.
“No question we’ve got problems we’ve got to fix,” said Larsen, who has funded numerous startups and now sees his city’s reputation as desperately needing investment.
“But we can’t let the brand just suffer,” he added. “We’ve got so much to be proud of, and we can’t lose sight of that.”
Does it really help to tell residents this? Also, they aren’t actually fixing the problems.
Meanwhile, the high crime Democratic Party run city of Seattle thinks they have a Plan
Read: Say, Can A New Ad Campaign Save Crappy (sic) San Francisco? »