If you’ve got a minute or two to kill, check out yesterday’s column by the always interesting Bob Garfield.
The California Marketing Committee has taken a whack at the “What Happens in Vegas Stays in Vegas” campaign by illustrating what happens, in fact, when it doesn’t. Stay in Vegas, that is. The pitch: stay home in California, and you can have fun without possibly doing something so incredibly stupid that it’ll ruin your life.
Actually, it’s an interesting twist on an old subject: positioning. Whether you are open, transparent, and honest (see Ann’s post below) or you’re, well, AT&T, there’s still a lot of time and money spent trying to communicate what you ARE. And, sometimes, it’s easier to do that by delivering a simple message that defines what you’re NOT.
Whether the great state of California has counter-positioned itself successfully will soon be seen. But it’s a very interesting strategy, perhaps best employed when a business is trying to emerge from a very cluttered space.