The Seattle region’s impressive mix of doers and builders is the focus of a new ad campaign from Greater Seattle Partners, the public-private sector initiative that seeks to attract investment, companies and quality jobs to the area.
The campaign — called “Uncommon Thinkers Welcome” — features a fast-paced video tour (above) of assorted businesses, the work they do and the products they make as its centerpiece. From Seattle to Bellevue, up to Everett and down to Tacoma, featured companies and institutions include Pokémon, Amazon, OceanGate, Boeing, Eviation, Just-Evotec Biologics, Pallet Shelters, the University of Washington and more.
GSP got off the ground in 2018, and this is the first big marketing effort for the organization. But unlike the way the state of Ohio, for instance, came into Seattle with a JobsOhio campaign aimed at luring away “tech bros,” GSP isn’t taking its effort on the road just yet.
“We have a tendency to be really humble about who we are and we don’t beat our chest about how the companies that are here really do fundamentally change the world,” GSP CEO and President Brian Surratt told GeekWire. “There’s a lot happening in our region and we need to to celebrate that.”
Surratt took on the leadership role last year after working 13 years for the City of Seattle, including 2 1/2 leading the agency focused on the city’s economic development. His goal since taking over has been to understand how markets across the country and around the world perceive Seattle.
The first phase of the campaign, via a social media blitz, will be about instilling pride in the region among those who already live and work here. Eventually, Surratt wants to see GSP get the message out more broadly with its ads that highlight participating companies (below).
“I want them in Austin, I want them in the Bay Area and I want them in Boston. I want them in Tokyo and London,” Surratt said. “I want the world to know that this is a place that has changed the world and you can be a part of this community and this ecosystem.”
Surratt has a “take-your-best-shot” reaction to campaigns like the one run by JobsOhio and he applauds any community that raises the resources to develop and deploy such an effort in a competing state or region.
“Those are communities that care about their long term future and they’re being proactive about it,” he said. “That’s something our region hasn’t done. We’ve been pretty laid back when it comes to that and I think we need to be more intentional.”
‘There’s a lot happening in our region and we need to to celebrate that.’
— GSP CEO Brian Surratt
While states like Georgia say “We Speak Business” and Texas makes a call to “Go Big In Texas,” the Washington State Dept. of Commerce runs an economic development effort under the banner “Choose Washington.” There is no budget to do any paid marketing out of state, outside of the activities the state participates in related to business development or international trade shows, such as the upcoming Paris Airshow and Select USA.
“The website is our primary avenue for marketing the state along with social media and occasional sponsorships of in-state events that draw audiences from beyond our borders,” said Robb Zerr, a senior managing director with the Office of Economic Development & Competitiveness. “Any marketing materials, videos, and content are produced in-house by the OEDC marketing team.”
Robert Payne, GSP’s vice president of marketing and communications, called the state “a great partner” and said, “We’ve been working very hard to have a culture of collaboration. We’re constantly working with the state on attracting businesses and talent to the region.”
“Uncommon Thinkers Welcome,” created by the agency Mekansim, is GSP’s way of complementing state efforts “with something maybe a little bit more fun and whimsical and different,” Payne added. GSP did not disclose how much it spent on the effort, which included regional stakeholder research and findings, domestic and international research and findings, brand development and trademark, and production.
The timing of the campaign may look like GSP’s answer to the State Supreme Court’s recent landmark ruling on the capital gains tax, but it’s just a coincidence. As some business leaders sound the alarm and threaten to leave Washington over the new law, GSP is working to lure others.
“The timing actually is good, because we’re trying to be more proactive in attracting talent and attracting investors to view this region as a place where yes, you can continue to invest and you can continue to grow,” Surratt said. “It’s not so much a direct counter to any specific policy issue.”
Along with the tax development, GSP must also contend with the daily barrage of news reports and social media posts highlighting Seattle’s struggles with crime, drug abuse and homelessness. Surratt said the city and region have challenges that need to be addressed from a civic standpoint and as a broader community.
“We wanted a campaign that highlighted our attributes, without being disingenuous,” he said. “We are progressive, but we also care about an economy that remains vibrant and competitive, and we can hold those things together.”
