Houston, Texas | Resonance

Capitalizing on Houston’s Genius for Collaboration to Create Common Messaging for Houston’s Many Target Audiences

Houston is the second most diverse city in the U.S. It is also a city with a confusing diversity of messaging for tourism, economic development and investment attraction. Houston First Corporation, the city’s tourism authority, engaged Resonance to create a positioning strategy and messaging that would help Houston’s organizations speak the same language as they worked to attract visitors, talent and investment.

Resonance worked with Omnitrak—a research firm whose BrandHeart model measured the city’s brand equity—then engaged public and private stakeholders from within and outside city organizations in order to understand Houston’s unique opportunities. The work resulted in a strategy, brand proposition and messaging that leveraged the city’s inclusivity and diversity by focusing on the powerful collaborative energy they made possible.

The idea helped the “city of the future” evolve into a city that positioned itself to welcome talent and investment to build their own futures—a shift from Houston’s many features to its emotional benefits for the audiences it wanted to attract. United under the platform “The Power of Together”, Resonance created economic development and tourism videos, trade show communications, graphic systems and other content on B2B and B2C platforms. Importantly, we are continuing to work with Houston First, Greater Houston Partnership and other organizations to bring the new brand to life in both the public and private sectors.

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