The Continental Divide: How Clever Marketing, a PR Strategy, and Careful Brand Management Have Allowed New York City to Stay on Top
The Messages – New York CityBecause of its location, New York has always held a unique place in the hearts and minds of immigrants. It’s the birthplace (I make no claim of historical accuracy) of the American dream. This port-of-entry became the first place to put down roots, sell your wares, and make it big. So the lore and the lure grew. To paraphrase Ol’ Blue Eyes, if you could make it here, you could make it anywhere. Much of this message’s propagation was thanks to a catchy tune; an accidental PR campaign, so to speak. The City’s hardscrabble reputation made it a challenge for any American looking to better his or her situation. As Tom Brokaw reminded us, the Greatest Generation was up to the task. Now in the era of brand and PR strategy, and good old-fashioned cleaning up thhttp://www.channelvmedia.com/pre streets. The Mayor’s Office has tapped in to the already magnetic power of the city to draw in those who would have moved to the suburbs in the past. On the downside, there is now no space left in the kindergarten classes in some choice areas. Oops. The new messaging is not only for those who are trying to make it. It is for those who already have and who want the city life without too much of the “real” life of the city. The rough-and-tumble City has transformed, at least in messaging, into a family-friendly place. It’s even complete with patio furniture in Times Square. This softer crowd can support the City’s economy. They are off the streets by 11 PM, and is pro at carrying baby strollers up and down subway stairs. One thing is clear in the shift-the Mayor’s Office has figured out its new plan, and is sticking to it.
Los AngelesUnlike New York, Los Angeles has never been able to latch on to a single message for its city, it’s PR strategy is flawed. In addition to this, the horrid reality shows that glorify the superficiality of life in the sun have not helped the city’s image. Founded by a Spanish governor in 1781 as El Pueblo de Nuestra Señora la Reina de los Angeles del Rio de Poriuncula, LA (and California) was part of Mexico before being purchased by the United States as part of the Treaty of Guadalupe Hidalgo in 1848. The population grew steadily, but the city was really no different than others across the country until the Biograph Company sent director D.W. Griffith and his troupe of actors to the area in 1910. The combination of good weather, ample space, and willing talent made LA the ideal place to make movies. By 1915, the majority of American films were being produced in the area, and LA has been inextricably linked to “the industry” ever since. While the industry has been a boon to the city’s (and state’s) economy, this connection leaves many wondering what LA would be like (or if it would even exist) without it. Forgotten are the spectacular attributes like hikes, wildlife, great produce, The Coffee Bean and Tea Leaf, and mountains that run right up along the Pacific. A new California Board of Tourism commercial attempts to spread the good word about the state, but only the surfing can be most directly connected to LA. The city, for all its glorious sprawl, is most known for its smog, traffic, and a great deal of plastic. And while New York prides itself on being “real,” LA only exists in many minds as the polar opposite: fake. Los Angeles needs to streamline its message and capitalize on its natural wonders as well as its creative endeavors if it can hope to stand a chance against the behemoth of New York.
The winnerToday’s winner? It hurts me to say it, but New York City. The City has figured out its (new) ideal audience and what they want from their city/brand experience. It is giving them what they want through a PR strategy, brand management, and clever marketing. It works. What do you associate with the “brand” of LA? (BTW, if you say anything close to The Hills, I may have to (nicely) knock some sense into you.) Next up: I HEART NY vs. the Hollywood sign.
About Channel V Media
Welcome to Channel V Media (CVM). We’re an award-winning PR and communications agency, founded in 2008.
We build market momentum for Fortune 500 and emerging companies, advising and executing on Communications Strategy, PR strategy, and digital marketing. We specialize in breaking clients into new markets and categories, rising to the top of crowded conversations, and reinvigorating enthusiasm for long-standing companies as they compete in new areas.
CVM builds awareness for companies and their products, develops C-suite leaders into industry visionaries, positions clients to be among the most vocal in high-value conversations, and drives inbound leads.
Some of our clients include Sopra Banking Software, GFT, Penn Mutual, IBM, Bluecore, Grapeshot + Oracle, Fortune & Frame, and others.
2 thoughts on “The Continental Divide: How Clever Marketing, a PR Strategy, and Careful Brand Management Have Allowed New York City to Stay on Top”
Interesting Article. I have to agree that from a Brand perspective NYC wins. They market LA as an Industry town. Case in Point, they have a commercial on California and it uses alot of celebrities thus continuing the “Fakeness” that they are known for. I would love to see LA market itself for the great weather, Food, and cutting edge Psychology and New Age ideas..So, for now NYC wins.
well written article – i think what makes new york so great is its people who have lived all their lives in the boroughs and just a short ride on a bus to the big city – a lot of sentiment, memories of radio city hall, paramount theatre with frank sinatra entertaining and of course the roxy theatre and horn and hardart automat – such memories can’t take that away from us