{"id":3868,"date":"2009-02-06T16:28:18","date_gmt":"2009-02-06T16:28:18","guid":{"rendered":"http:\/\/www.corporate-eye.com\/?p=3868"},"modified":"2009-02-06T16:28:18","modified_gmt":"2009-02-06T16:28:18","slug":"the-new-trend-in-branded-cities-love-it-or-hate-it","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/the-new-trend-in-branded-cities-love-it-or-hate-it\/","title":{"rendered":"The New Trend in Branded Cities – Love It or Hate It?"},"content":{"rendered":"

\"times-square-new-york-city\"Branded cities<\/a> are the new ad rage – outdoor destinations built for the purpose of delivering ambient marketing messages.\u00a0<\/p>\n

The newest entrant to the branded city trend is El Portal in Los Angeles, California.\u00a0 This branded city was built from the ground up with advertising in mind under the guise of providing outdoor entertainment and community events.\u00a0 El Portal is 4,500 square feet and includes shopping, entertainment and town hall areas with a large number of digital displays to communicate\u00a0more advertising messages than anyone could possibly remember.\u00a0<\/p>\n

El Portal holds 4,000 people and\u00a0is not the first branded city, but it is one of the first built from the ground up.\u00a0 For example, areas in Dallas ,Texas and Glendale, Arizona near sports arenas have been turned into branded cities.\u00a0 El Portal, however, also represents the first branded city targeted to a specific demographic — the large Hispanic population that lives in the South Gate area of Los Angeles.<\/p>\n

Branded cities are also being considered for large U.S.\u00a0cities like Boston, New Orleans, Baton Rouge, and Minneapolis.\u00a0<\/p>\n

I think the concept of branded cities has some merit.\u00a0 It reminds me of Times Square without the traffic.\u00a0 If the city delivers value to the target audience through entertainment, cultural events, and so on, the advertising seems harmless enough.\u00a0 It’s certainly a great way for advertisers and brands to connect with a targeted demographic.\u00a0<\/p>\n

The challenge for advertisers will be to create ads and messages that consumers actually notice in the midst of the clutter and<\/em> remember.\u00a0 I can imagine brands doing “man on the street” podcasts, live blogging, vlogs, and so on, and then creating a social media campaign to tie in with the branded city ambient media initiative.\u00a0 There are many opportunities to bring the branded city concept into other media, particularly in the area of viral marketing.<\/p>\n

What do you think about branded cities?\u00a0 Love them or hate them?<\/p>\n

Image: <\/em>Flickr<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Branded cities are the new ad rage – outdoor destinations built for the purpose of delivering ambient marketing messages.\u00a0 The newest entrant to the branded city trend is El Portal in Los Angeles, California.\u00a0 This branded city was built from the ground up with advertising in mind under the guise of providing outdoor entertainment and […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[9],"tags":[1230,1229,110,1232,1231],"class_list":{"0":"post-3868","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-best-practices","7":"tag-ambient-media","8":"tag-branded-cities","9":"tag-corporate-branding","10":"tag-el-portal","11":"tag-outdoor-advertising","12":"entry"},"yoast_head":"\nThe New Trend in Branded Cities - 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