Mirek P.
Strategist, Blogger, owner of OPEN4net (pharma e-marketing) & Blog Ninja (marketing in the blogosphere)
Do you find this slogan/tag line convincing you?
A friend of mine is starting a small company offering some kind of consierge services for the tourist who want to visit Wroclaw, PL http://en.wikipedia.org/wiki/Wrocław
The company is going to be called enojoyWroclaw! and he's thinking of adding a tag line "(the) memories you'll never forget"
How do you find this combination:
enjoy Wroclaw!
the memories you'll never forget
Pls don't worry to be absolutely honest/frank - any constructive criticism or other ideas are truly welcome!
my kind regards,
Mirek Polyniak
http://www.twitter.com/PolishJedi
Clarification added March 27, 2010:
Dear All!
Your constructive criticism is truly appreciated - that's the purpose of this question to probe the slogan and get some guidance for a better version.
Wroclaw some years ago isn't the same place - it has changed a lot:
http://www.facebook.com/album.php?aid=10930&id=839149603&l=e162315716
additionally it's becoming a hub for top-notch companies as Google, HP, LG, McKinsey have set up here...
Good Answers (16)
Charlene N.
Passionate about Profitability
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I don't like it ...... it doesn't "grab" me ......
to me the key is in your clarification ..... "isn't the same place ... it has changed a lot" so, in that vein .....
Wroclaw .... have you seen us lately?
Wroclaw .... still the same, but better!
Wroclaw .... history with new flair
or something along those lines
Jackie N.
Jackie Notman – intuitive advisor, coach and holistic business consultant
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Hello Mirek
I like the name but I'm not sure about the tag line. Memories are exactly that - remembered moments so they can't be forgotten - if they are they're no longer memories. It's also a very inactive phrase.
If you want to stay on that theme then you could use:
'The memory starts here' or 'The unforgettable city'.
I notice from the link that you have a world heritage site there and a lot of historical features but nowadays there's a lot of hi tech industry so you could use something like:
'Where history meets the future' (from the top of my head don't really like it that much!)
I would suggest that you look at your target market. What are the age of the tourists, what are they coming to see etc and build the tag line around that.
Jackie
The tag line should be about what his service offers.
Why I should use him and not someone else.
Does he get preferential rates/treatment at places?
Is his local knowledge greater?
Will he save me time/money/hassle?
Clare C.
Freelance sub-editor
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I agree with the previous respondents about the memories bit - it is tautologous - if they are memories then by definition you will not have forgotten them. You could substitute another word for 'memories' - maybe 'experience' or something like that.
Also, 'enjoy Wroclaw' is a bit weak - maybe get something alliterative - 'visit Wroclaw' or 'relax in Wroclaw'.
Mary Jo M.
Market researcher with a passion for asking the right questions of the right people at the right time.
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I agree completely with the other respondents. And, the memories you never forget could also be bad ones...
A tag line has to be carefully thought out to ensure that it draws people in. @Mick nailed it - what makes your friend's services unique that differentiates him/her from others offering the same services? Was he born/did he grow up in Wroclaw? That might be a starting point - experience Wroclaw as the Wroclawians do...
The tagline should help the customer differentiate you. It should be inspiring and vague enough to cover everything, but specific enough that it's not meaningless. They're not an easy thing to write. Check out the link below for an interesting post on taglines.
Links:
Jeff B.
Veteran marketing strategist, researcher, creative director and thought leader
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I don't know if "Enjoy Wroclaw" is such a great name. The city seems far more interesting as a historical and religious destination than a "relaxing" place. For that reason, I might suggest a name like "Experience Wroclaw"
As for your tag, drop it. It's overused and generic and, as others have said, doesn't describe what the service is. I like what somewhat suggested along the line of "The Journey Starts Here" or something that defines the value of the service as means of enhancing the experience.
Bronson M.
★ Brand Identity Specialist ★
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The tagline sounds too generic. It sounds like a tagline a million other companies are using. To me, it does not have compelling power.
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Michael M.
I'm a writer with a lot of experience writing on a variety of subjects. I also do photography and Neodigital Art.
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You need something like Wroclaw; where a rich history blends with the twenty first century. You need much more though. He will need a writer to write good copy for leaflets, maybe posters, whatever advertising he is doing. He needs some kind of internet presence, preferably a website but one page on a Ning site would be better than nothing. Maybe a business page on Facebook? I'm not sure concierge is the right term to use either. It depends on what services he intends to offer. If it's more than a tour guide, then maybe something like executive tourist services would be better.
It needs a lot of research to produce good publicity and advertising.
Mike M.
Owner at Critical Path Action
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A little too forgettable.
What is it about Wroclaw that people will not be forgetting?
What is it about the concierge service that stands out in terms of the effect it has on the tourists who take advantage of the service?
How can it be intriguing and also give a taste of what they'd be getting?
On the right track...just need to dig a little deeper.
I'd recommend a little more research on what the benefits are that are that would be provided and dimensionalize that in the tag line.
Good luck!
Lisa R.
Brand Strategist, Creative Problem-Solver, Speaker, Trainer, Insights
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OK, I'm dumb. Wasn't sure PL was Poland. So if marketing to ignorant Americans, might want to put Poland somewhere, especially for search.
While 'memories you'll never forget' in a sense, makes no sense, I do like it. But what about linking what your guy does into the tag -- 'creating memories..."
In U.S. concierge has a bit different meaning than travel guide, so might want to investigate that one.
Have you done a Google word search on travel, guides, or whatever words are used when someone is researching such? Might be a good idea to make sure all bases covered.
I'd look at the top travel / guide services and see what they're using - language - can't think of it now -- but there are some big ones catering to luxury traveler. Don't limit search to Poland - look at global travel services.
Did you make a typo in comment: enOjoyWroclaw! (is O extra?) - what does this do for search? Would another word - stronger word - vs. enjoy be better. If creating memories I won't forget - enjoy doesn't seem strong enough.
My 2 cents.
Clarification added March 26, 2010:
I should have read all comments before responding as I'm odd man out re tagline. Oh well. To me, has a 'catch' to it, but again - need to apply something friend does - 'creating' or something to improve, then again, I'm only one who likes it. Do wonder how tagline translates in various languages. What works in English, sometimes doesn't work in other languages -- should be a consideration.
Matthew W.
Consultant and instructor in project management, best practices, methodology definition & process improvement
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I've actually been to Wroclaw. But, I'm sorry, "memories you'll never forget" doesn't work for me. While I do recall clearly that I've been there nine yeasr ago, maybe even have a picture or two, I really couldn't tell you anything about my visit. And, no, I wasn't drunk.
Peter P.
Independent Marketing and Advertising Professional
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gee i don't know, I've forgotten my memories already so they are no longer memories
Michael G.
Director at Computer Coders Ltd
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"enjoy" is too generic, try being more specific in what you are trying to get across.
Links:
Richard H.
Strategic Business Development Manager at British Independant Utilities
Some rules for tag lines
Your friend's tag line needs to encapsulate one single overt benefit his customers will recieve by using him.
It needs to be no more than eight words long and in language that a ten year old can understand!!
So what is the ONE thing he provides that his customers can't get without him??
How about " Time passes by.But Memories don't" ,"Everlasting Memories","Wroclaw-Picture Perfect".
More Answers (2)
1) concierge
2) seems kind of like those old french foreign legion jokes: - > I came here to forget. > To forget what? > I don't remember ...
Wallace J.
Multimedia Producer, i3D Programmer, Acrobat 3D PDFs, Android Apps, Virtual Worlds, iTV Design, Kindle/Nook/Sony eBooks
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Experience Wroclaw...
Color your Memories with our Enhanced Travel Experience!
You're one of my first connections! We also worked on Mountain Forest's Slogan:
We Roast For You! ;) Have a great weekend Mir! Cheers...
