The state of Washington is launching a new, $442,000 marketing campaign. They undoubtedly invested a lot of time in coming up with a slogan to rival ‘I love NY’ and ‘What happens here, stays here’. In the end they came up with ‘SayWA’.
After choking on my morning cereal, I decided that this is a great example of creativity run amok.
Don’t get me wrong. I’m a creative guy. We love using catchy slogans, great-looking creative and other bells and whistles, when they make sense. But we favor marketing effectiveness over prettiness. Any intelligent marketer does.
SayWA sounds like something I’d say on a sitcom. It sounds like slang.
Whoever came up with this ad ignored the first rule of good marketing: Cater to your audience. And here, the audience is out-of-staters. Who, outside the state of Washington, will understand that ‘WA’ means ‘Washington’?
The other slogan that was considered was ‘endless discoveries’. We’ll see soon enough, but I somehow think we should’ve gone with that.