Seattle rebrands with new slogan
SEATTLE – When Washington state announced its new tourism slogan – “SayWA” – last spring, Pike Place Market vendor Kenny Telesco was willing to give it a chance.
He practiced saying it with “jazz hands” and asked tourists to “SayWA” as they posed for photos. But he’s not sure he can stomach Seattle’s new tourism slogan, unveiled Friday in 18-foot-tall letters atop the Space Needle: “metronatural.”
“How do you use that in a sentence?” Telesco asked. ” ‘Welcome to Metronatural.’ … It’s an airport where you can buy organic bananas.”
Others suggested “metronatural” evoked an urban nudist camp, and started speculating about whether it would last longer than the widely panned “SayWA,” which the state dropped recently because it failed to catch on.
“Metronatural” is the result of a 16-month, $200,000 effort by Seattle’s Convention and Visitors Bureau, which included 60 people from the bureau, the mayor’s office and businesses. The bureau plans to spend $300,000 marketing the slogan, er, “destination brand position,” which was developed by a local marketing firm called Exclaim. The advertising will largely be targeted at generating business for the Washington Convention and Trade Center.
“Seattle offers the best of both worlds,” Don Welsh, the bureau’s president, said in a news release. “We have a vibrant urban center surrounded by pristine wilderness and outdoor recreation.”
The idea of “metronatural” was to capture that, Welsh said, adding that so far, feedback has been overwhelmingly positive. He said some people might not get it if they’re simply told what the slogan is, but once they see it on photographs of the city, Puget Sound or the Cascades, it really resonates.
A sampling of vendors and tourists at Pike Place Market, one of the city’s premier attractions, suggested the photos could probably stand on their own: Seattle is beautiful and vibrant enough that it doesn’t need a slogan, several said, let alone one that plays on that buzzword of yesteryear, “metrosexual.”
That’s the approach that Vancouver, B.C., took when it updated its tourism marketing. Instead of having a tag line, advertisements simply say “Tourism Vancouver,” with a large “V” styled to resemble an Olympic medal hanging from an athlete’s neck.
It was Vancouver’s decision to update its slogan that prompted Seattle to follow suit.
Seattle’s seldom-seen old slogan, developed in 1999, was a picture of an eye, an “at” symbol and the letter L: “See-At-L.” And yet, tourists came.
In fact, a look at the city’s tourism industry would seem to suggest that it’s been doing fine without “metronatural.” A record 9.1 million people visited Seattle last year, according to the Convention and Visitors Bureau.
“Metro” and “natural” are “not two words that impress me as words that are going to stick out in someone’s mind, like you want a slogan to stick out in someone’s mind,” said John Silas, a 30-year market veteran who makes and sells hardwood cribbage boards. “The idea feels sterile and commercial, and it’s lacking the heart of Seattle.”
Former Seattle Monorail advocate Dick Falkenberry, a tour guide, said Friday he had heard all about the new slogan.
“It’s ‘SayWA.’ No, wait, it’s worse than ‘SayWA,’ ” he said. “It’s ‘urban-metro.’ ”
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