Big Ben London, The Eiffel Tower Paris, The statue of Librety New York

These are some of the world´s best known landmarks. What has that to do with marketing and advertising?

Well, do you think these landmarks has helped the cities tourism?

Big Ben London is seen in 90% of all the postcards that tourists send home from a vacation in London. The same goes for the other landmarks.

Landmarks is for their cities, what a headline or pay-off is for your marketing and advertising. A hook, that makes people want to see more. There are a lot of good things too see in each of these cities, but to tell about all of them in a headline or pay-off (slogan), would not be very good.
This goes back to marketing strategy´s first rule;

choose one thing to say, and say it in such a matter that it draws attention, and is remembered for as long as possible.

The one thing to say about London; Come see Big Ben in London
New York: Visit The statue of liberty
= City marketing strategy.

If you want to learn more about marketing strategy; School of Marketing Can help you!