Personally, I don’t consider this aspect of the overall effort all that critical to the campaign’s success, although it certainly does need to convey the essence of the brand in an immediately memorable way. The previous suggestion “A Little West of Center” was not received by local politicians (and many citizens) as appropriate or inspiring.
I would disagree with those who didn’t like the first suggestion, as “A Little West Of Center” tied nicely to Reno’s well-known “Biggest Little City In the World”. But then, this campaign isn’t about Reno – it’s about our region. “Far From Expected” seems a bit of a safe compromise – and while shorter for many to easily remember, it doesn’t invite questions about it’s meaning – which I think may have been a good element to invite tourists to wonder about and discover meaning for themselves.
My personal opinions aside, “Far From Center” conveys the essence of this new approach – embracing our region’s oddities and uniqueness, and I applaud the RSCVA and its agency Mortar for getting this key element approved so the campaign can move forward and hopefully reverse the 11 year streak of visitor declines that have affected businesses throughout our region.
What do you think about “Far From Center”?
(Before you suggest your own creative positioning tag line, be sure to read and investigate the research that went into deciding this campaign was needed, and what the public – the keeper of our brand, thought).