Houston, TX (June 4, 2014) – Greater Houston Partnership (GHP) and a host of regional partners unveiled the Houston: The City With No Limits campaign at a celebratory event at NRG Stadium yesterday. The global branding campaign highlights the endless sense of possibility that can be found in the Houston region, from job opportunities to international diversity and rich cultural offerings.
The No Limits campaign was developed by Austin-based Avalanche Consulting and Houston-based MMI Agency through an extensive one-year process of research, strategic planning and creative design. Avalanche offered their extensive economic development expertise, leading the brand research process, writing the Brand & Marketing Strategy, and conceptualizing the brand theme. MMI Agency assisted Avalanche with research and implemented the creative elements of the campaign, including the word mark, website, and social media platforms.
Brand research and testing involved hundreds of individuals both inside and outside of the region. In addition to extensive quantitative analysis and benchmarking, the team conducted 28 individual interviews, 13 focus groups with 10-20 participants each, and 300 questionnaires. Externally, Avalanche surveyed 104 site consultants on their impressions of the region, conducted 50 questionnaires with C-suite executives outside of the region, interviewed the Texas Governor’s office, and interviewed international consulates.
The brand research discovered a gap in the perception and reality of Greater Houston as a great place to live. While a majority of research participants were well aware of Houston’s strong economy, the team discovered a large disparity between outsiders’ perception of Houston’s quality of life relative to reality. A goal of the No Limits campaign is to raise external awareness of the region’s enormous diversity of lifestyle amenities.
“Houston has a well-deserved reputation as a great place to do business with a thriving economy,” said Jamey Rootes, president of the Houston Texans and GHP board member. “Houston is a vibrant, diverse, and welcoming community with an amazing array of entertainment and cultural amenities that make it a fun place to visit, raise a family, and call home. This community-wide effort will allow us to tell the full story of Houston as the great American and global city that we know it to be.”
Avalanche’s Noelle Salerno, who served as a strategist on the project, points out, “The campaign embraces Houston’s tremendous diversity. There is no one Houston. There are 6.3 million versions of Houston, one for every resident. To involve Houstonians in the initiative, the word mark design and other elements of the campaign can be customized for each individual. Every resident has an opportunity to communicate their own version of what makes Houston limitless for them.”
Amy Holloway, President of Avalanche Consulting, shared her thoughts on what makes Houston great. “In my 20 years of experience, we’ve seen some regional economies advance while others stagnate. Three attributes contribute to economic growth: adaptability, accessibility, and acceptance. Houston has all three. Houston is a place with an endless sense of possibility and opportunity for all. This message stuck with me throughout our year-long branding process, and we’re thrilled to see it come to life in the Houston: The City With No Limits campaign.”
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About Houston: The City With No Limits
Launched in 2014 by the Greater Houston Partnership, Houston: The City With No Limits is a community image campaign with the overarching goal to strengthen talent attraction to the 10-county Houston region. Primary communications messages focus on promoting the quality of life and limitless opportunities available in the region. Houston: The City With No Limits campaign is funded by GHP’s Opportunity Houston 2.0 program. www.TheCityWithNoLimts.com
About Avalanche Consulting
Avalanche Consulting is a national economic development consultancy whose team has 50+ years of combined experience as strategists for 100+ communities. We offer in-depth research, target industry analyses, talent alignment studies, economic development strategies, and branding and marketing plans. Our work has resulted in thousands of new jobs and more than $30 billion in investment for our clients, which range from small towns to major metros and states. We are deeply driven to make a positive impact and enjoy working with people who are equally inspired to energize their economies. www.AvalancheConsulting.com
About MMI Agency
As an agency with 27 years of experience, MMI Agency has mastered the most effective means of extracting the greatest benefit from branding and marketing for clients. To this end, MMI Agency has developed a proprietary, data-driven approach to producing successful marketing strategies. www.MMIAgency.com
About Greater Houston Partnership
Greater Houston Partnership works to make Houston one of the world’s best places to live, work, and build a business. It represents 10 counties: Austin, Brazoria, Chambers, Fort Bend, Galveston, Harris, Liberty, Montgomery, San Jacinto, and Waller. With more than 2,000 member organizations, GHP represents approximately one-fifth of the region’s workforce. www.houston.org