11.02.2007 | Three Cheers For Average
Posted at 10:50 AM

I hate everything about this.

St. Lou...is All within reach?

Seriously? That's the best a local advertising firm could come up with? Butcher our city's name and tack on a generic tagline? And that logo? Poorly executed and really unprofessional looking. The website?...super snooze. Extremely boring and uninspired...like this whole new "brand" itself.

Nope, not impressed in the least with the CVC's attempt to brand St. Louis as a place withing reach. The brand is mediocre at best, and me trying to be nice. Awful, just awful.

7 comments


7 Responses:

By AVD, at 11:36 AM

Ugh. I second that emotion. From a branding perspective, it seems utterly defeatist to break up the city name, especially in such a purposeless way. As for the logo design itself... I almost have no words. And while I (think I?) understand where they wanted to go with the concept of this marketing campaign itself, it does indeed come off as a descent into mediocrity. Instead of showcasing the amazing features of Forest Park for example, "Because Central Park is 960 miles away" just implies, "well, since you're not in a 'better' city, you might as well do something."

 

By Anonymous, at 11:37 AM

What I find quite funny is that a few other city's have that same tag line "All within reach". The big difference is I don't suspect those other city's (I think it was somwhere in Idaho or something) didn't spend 47K to get it.

I was also pretty disapointed with the whole branding. I thought they would have come up with something that STL wanted to become instead of branding us exactly as we are.

I'm sure the ad Agency came up with some really good ideas...but your only as good as your boneheaded clients!

 

By 15thward Expat, at 2:10 PM

Yikes - that is pretty bad. Topping my list: none of the photos in the top banner show people actually enjoying their visit to St. Lou....is. There isn't a single person actually in the photo of the Boulvard (tagline: "It's LA. Without all the paparazzi"). Does the CVC seriously want St. Louis to be known as the L.A. of the midwest?

 

By Anonymous, at 3:22 PM

AMEN. Stick to what works. No one remembers these slogans anyway. Just go with Meet me in St. Louis and be DONE.

Gateway to West sucks cause its a message that everyone left from here LOL.

 

By Vanishing STL, at 2:22 PM

Very pathetic indeed!! I love how they skip mentioning certaon retailers Downtown, lump everything from Midtown to Clayton into one basket (WTF - the CWE and the Loop apparently no longer exist??!!), and #11 of top 25 things to do here: Go to one of SIX casinos! Woo Hoo- there's something to be proud of! I'm not even mentioning the general lameness of the web site's graphics and lack of good fuctionality (ok I just did)... and that shit about "I wish I was in Central Park instead of this craphole" just completly shoots us all inf the foot. Un***king believable!
anonymous puts it best: you can have a great company doing the work, but the results will still be bad when you have idiots for clients.

 

By Seeing St. Louis, at 4:14 PM

They should have had a contest for a class of third graders to come up with a slogan. I bet they would have come up with something more creative, and it would have been free!

 

By stlmark, at 9:25 AM

Is this site dead?

 

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