In fall of 2018, the Downtown District launched a new advertising and branding campaign called Meet Downtown.
Why are we doing this?
Downtown is constantly changing and growing. In the last five years we’ve seen a surge in the availability of cool and unique lofts and apartments, development of lush and active parks, completion of easy transportation and the continued growth of a diverse and vibrant arts and culture community.
With things to do and see around every corner, it’s undeniable. Downtown is a good place to be and we want more Houstonians to know that. We want visitors to know that. We want everyone to feel proud of the things that are here and excited for what’s to come.
Downtown with a capital D.
This is a part of Houston unlike any other—we bring together all the unique and unexpected benefits of a highly diverse and growing population all in one place. Each person here has a voice that deserves to be celebrated and used to paint a picture of who Downtown truly is for the rest of Houston to see and embrace.
The campaign is designed to create a connection between all of the different Downtown businesses, residences, events, programs and people to build neighborhood unity. As it grows, Meet Downtown will form a canvas of shared memories, sentiments and quotes about Downtown. We will connect audiences to shared experiences and introduce visitors to places they may never have been before.
How to talk about it.
First things first. While Downtown's office market is a really big deal, today there’s far too much going on here to qualify us as only a “Central Business District”. So, skip “CBD” or the business district language, and just use Downtown.
Downtown is Vibrant. Downtown used to struggle with the image of being a 9 - 5, Monday through Friday kind of zone, but most of us can agree that’s just not true anymore. Sharing what you love about Downtown, like the opportunity to meet people from all different walks of life or sharing the changes you’ve seen over the last few years, will help people see the vivaciousness our neighborhood has to offer.
Downtown is Authentic. There’s no stereotype of who spends time in Downtown, or even expectations on how you should spend your time here. Downtown is a place where people can just do their own thing. We should keep reminding people that this is a place where all are welcome, and all belong. Share what parts of Downtown Houston truly speak to you, so that other people can find their places, too.
Downtown is Dynamic. Downtown is constantly evolving, and there’s an energy here that comes from that growth. New murals turn parking lots into art galleries, or pop-up markets turn busy streets into artisanal craft shows—and that’s truly just the beginning. Shining a light on specific activities and offerings helps people build an idea of everything that’s happening in Downtown, reminding them that there’s something different around every corner.
Downtown is Human. Downtown isn’t just about being in a certain place, it’s about the community that surrounds you. So rather than just talking about what makes Downtown great in abstract terms (Good food! Entertainment! Walkable!), we’re featuring quotes from real people who spend time in Downtown and what makes it personally special to them.
With things to do and see around every corner, it’s undeniable, Downtown is a good place to be. We want more Houstonians to know that. We want visitors to know that. We want everyone to feel proud of the things that are here and excited for what’s to come!
Our media plan in 2019 consists of print, digital and social media, environmental graphics located in the tunnels and in businesses and a new TV partnership with KPRC Ch. 2.