DALLAS The Bay Area Houston Economic Partnership has selected Griffin Integrated Marketing to head the launch of a multimedia campaign that will rebrand the Clear Lake area near Houston as "Bay Area Houston."
The client, which consists of representatives from eight Houston-area cities (Friendswood, South Houston, Pasadena, Kemah, League City, Nassau Bay, Seabrook and Webster), wants to change the region's name to make it more familiar to business interests. The organization was formerly called the Clear Lake Area Economic Development Foundation.
The group has implemented a five-year plan to diversify the area's economy. Today it is widely known for its aerospace and chemicals industries, since the NASA-Johnson Space Center and Bayport Industrial Complex are located there.
The Houston shop has been charged with drafting an initial marketing plan and soliciting local creative firms to develop a new brand and image for the region. Griffin has chosen Houston's Venture Design Group to handle creative duties. Venture's tagline, "Bay Area Houston: Discover your space. Explore your opportunities," will be the theme for the campaign.
"It's really a campaign to geographically position and better brand this part of Houston," said Gwen Griffin, managing director of Griffin Integrated Marketing.
The campaign launched May 14 in the greater Houston area. It will break in phases and include television, print, outdoor, direct mail and public relations.
The campaign will be funded through the partnership's undisclosed annual marketing budget and sponsorships by some of the 70,000 area businesses.