New videos from the city, featuring a creative approach to explaining growth in the downtown core, have been released online – but it appears their intended message has been lost on some viewers, and one marketing expert is panning the idea.
So far, two out of a planned three videos have been released, one was released Tuesday and uses cats to explain residential growth in Edmonton’s downtown.
“We want people to understand the full picture of what this growth means for Edmontonians and it means more people, and more vibrancy,” city spokesperson Lesley Vaage said.
Another video uses sandwiches to explain employment growth in the core.
CTV News showed the videos to some Edmontonians, and the intended message didn’t seem to get through.
“It kind of scares me to have that many cats roaming free if they’re not looked after,” Carolyn Martin, who watched the cat video said.
“The message I got is that sandwiches are…an easy affordable and fast go-to food for lunch,” Sabine Grelowski said after watching the employment video. “That’s what I think.”
According to Craig Patterson, Editor-In-Chief of Retail Insider, the ads miss the mark.
“Perception is reality, and right now the perception of downtown Edmonton is that it’s an unsafe, dead place to visit,” Patterson said. “That’s something that needs to be overcome and I don’t think cats and sandwiches are the answer.”
The three videos were made at a cost of $10,000, money Patterson said could have been put to better use.
“I think it was a little too casual, something a bit more dynamic,”Patterson said. “At this point – especially as the Ice District comes to opening – that’s very important.
“People need to be excited.”
Despite the criticism and early lackluster reaction, the City said the point was to get Edmontonians talking.
“If the numbers don’t stick, we’re hoping that the sentiment and the pride and the excitement about downtown growth does stick,” Vaage said. “And that’s really the true goal.”
With files from Shanelle Kaul
