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June 4, 2006

Finally, A Tourism Slogan That Works!

Michigan FlagThe newly-minted Michigan State tourism slogan is “Find Your True North.” Now that’s a positioning Michigan can own, unlike Baltimore’s “Get In On It,” for instance.

Does this sound to good to be true? I am sorry to report it is. Turns out that the political interests in the rest of Michigan did not feel it would attract tourism to the lower portion of the state. Do people really want to vacation in Detroit? I’ll leave that answer to you.

RiverThe slogan was watered down (pun intended) to “Dive into the Waters of Pure Michigan.” In my opinion, abandoning the “Find Your True North” slogan is a lost opportunity for the state of Michigan to own an emotional positioning in the mind of the consumer. George Zimmerman, vice president of Michigan Travel, in the Detroit Free Press, acknowledged as much:

We loved the emotional appeal of what they [McCann Erickson] created. But we also wanted a tagline that played well for the entire state.

You can view the TV commercials at the state's tourism industry e-newsletter.

I’ll go as far to say that the dropped “Find Your True North” slogan is the best tourism tagline since Las Vegas’ “What Happens Here, Stays Here.”

I feel McCann Erickson’s pain. And that’s a shame. Especially for the state of Michigan.

For some more news and views on Michigan and tourism, see these blogs:

  • Red Tape Blog notes that the state's tourism industry was lobbying for more support earlier this year.
  • Insta Travel points out that tourism is Michigan's second largest industry, and spending has been rising.
  • Will at ...a look inside my mind gives us the track listings of an album of songs all about Michigan, one of which is the state's former slogan, “Say Yes! to M!ch!gan!&rdquo
  • Dialogues and Idealogues offers the view of a resident of the Upper Peninsula on the problems faced by the toursim industry due to the ban on motor vehicles there.

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Posted by William Lozito at June 4, 2006 6:43 PM
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» Another Tourism Slogan That Ignores the Tourist from Strategic Name Development Product Naming Blog
In a June 2 blog post, I wrote that the new VisitPhiladephia slogan was like a manufacture saying “Buy Me”. There is really nothing in the slogan for the tourist target market. It looks like a country “across the pond” is falling into the same ... [Read More]

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