I drove out to Las Vegas this past holiday weekend. It’s a trek I’ve made many times since I was 19. Ooops, I mean 21. Without fail, I always end up stopping in Barstow…you know, the midway point between the OC and Vegas. It’s essentially the perfect rest stop to fill up, run to the restroom and eat at In-N-Out.
On my way back from Vegas, I noticed a large billboard with the words, “Barstow…Crossroads of Opportunity”. WHAT??? My husband and I looked at each other quizzically and immediately came up with a dozen other taglines that were more relevant and frankly funnier.
Perception is reality and the reality is that Barstow is a rest stop on the way to and from Vegas, not necessarily a crossroads of opportunity. I’m sure the team that developed this tagline had very good intentions…all of which made perfect sense. When creating taglines, it’s important that they make sense and resonate with your target audience as well.
Perhaps one of the most infamous taglines is for the city of Las Vegas: “What happens in Vegas, Stays in Vegas”. The city is aware that people go to Vegas to let lose, be carefree and…well, I can’t tell you because then it wouldn’t stay in Vegas. The catchy phrase extends far beyond Vegas and into comedy clubs, television shows and dining rooms nationwide. As it stands, “Crossroads of Opportunity” may be one tagline that happened in Barstow and will stay in Barstow.
What does your tagline say about you?