It can be largely forgotten by those that work in the business, but it’s the messaging that turns an aesthetically pleasing ad into a great and memorable ad. Images alone are rarely enough. Most of the time it’s those concise, well-written words that really have the impact. It’s the tagline, the catchphrase, the slogan, the words that can really make you remember a brand or product.
For the last few years the cOOp has been stumbling across what we’d like to imagine is the first great slogan for a tourist attraction. It makes us smile every time we see it so we decided we just had to share. Forget Disney’s “The Happiest Place On Earth” or Las Vegas’ “What Happens in Vegas, Stays in Vegas”. We bring you something far more inspiring and compelling…
The original tourist attraction tagline.
“Worth a Visit“. Yep, the slogan is factually correct, short, it’s not controversial or too clever for its own good. We like to imagine that this was coined by Father Junipero Serra himself, but we don’t really care about the source. If it’s important enough to paint on the wall of the Mission, and put it in quotes, then it must have been uttered by someone important with a lot of marketing savvy. Too bad they didn’t claim the copyright.
Creatives are an odd bunch. They get a hair-brained idea that sounds just stupid on paper, and a lot of hard work, but then they go ahead and do it – because hey, they don’t give a crap – and it turns out freakin’ awesome. Bravo, puppeteer, bravo.
The type of camera isn’t key – it’s the moment, the essence and the feeling that’s conveyed that really matters. You can capture all of that, sometimes even make it better, with a simple “crappy” camera. Click on the article from Esquire.com to see what I mean.