We tweeted recently about how we haven't seen or heard of any current tourism campaigns for St. Louis (or Missouri) that are on par with Coloardo's recent campaign. Granted, we don't have the majestic mountains or outdoor sports enthusiast-draw that Denver & Colorado have, but we do have enough history, culture and contemporary attractions that can provide enthusiasm and attraction to our fair city as a "must-visit". Ideally, this should sound thru our state & city tourism campaigns and come-off authentic and passionate.
This image of the arch partnered with the copy specifically leaves us befuddled
Unfortunately, our questioning has been answered with another Chicago-targeted St. Louis tourism campaign called "Weekend Quickie". Why we're targeting just Chicago specifically stems from what must be a purely logistical/financial reasoning because, plainly, Chicago has the 3rd highest population in the country. And how should we appeal to this massive metropolis? By painting St. Louis as a whore that you visit for a weekend and leave without a second thought. Granted, we understand the wordplay and intentions behind the campaign, but there's no denying that the entire thing is attempting to be disgustingly trendy and feels downright shallow. The print ads (that will run on commuter trains) mix Cialis style couples with photos of city attractions and the most cringeworthy and nonsensical headlines possible.
The website itself is a parody of Tinder, whereby attractions are presented to you and you either slide them to the left or right depending on how appealing you find them. First off, we can't imagine anyone in their right mind actually getting an account for this, much less communicating with what we're guessing are robotized, automatic messages.
Is this really the image we want to be portraying, if even in a tongue-in-cheek sort of way? Trust us, we're the last ones to be offended by intentional controversy in marketing but only if it's clever or smart in some way; we will always be offended by dumb advertising that represents our city like this.