The St. Louis ads will begin running in mid-April, marking the first time the slogan and logo will appear before a large national audience. The local marketing campaign is part of a larger, $20 million economic development program that’s being led by the St. Louis Regional Chamber & Growth Association.The five-year program was crafted amid concerns that St. Louis has trailed the nation in job growth over the last 30 years. The plan is being funded with public and private dollars…
The agency also hopes to persuade national reporters to write stories about St. Louis topics such as the efforts to build a biotech hub and revive downtown. In addition, plans call for more face-to-face meetings with consultants who advise companies on where to locate and for promotions at events such as an upcoming biotech conference in Chicago. A redesigned Web site is supporting the effort, too.
Putting aside the aesthetic merits of the logo (which aren’t many - what’s up with that upside-down exclamation point), the endeavor is not likely to have significant effect on job growth in St. Louis. If the region wants to attract business and create jobs, it should start with tax policy by repealing the St. Louis wage tax that drives existing business out of the city. A government that welcomes business and that doesn’t drive it out of town through high taxes would do a lot more good than a fancy new logo and ad campaign.
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