The limits of branding: the World Trade Center, fiscal crisis and the marketing of recovery

Miriam Greenberg

International Journal of Urban and Regional Research, 2003, vol. 27, issue 2, 386-416

Abstract: This article investigates the branding of New York's World Trade Center, and the city itself, as both financial center and entertainment destination between the 1960s and 1990s. After addressing the symbolic as well as material damage caused by the terrorist attacks of September 11th, the article traces the history behind the towers' design and ultimate use in marketing. It first examines the early motivations behind the project, and the forces leading to its controversial construction in the 1960s–70s. Then, in the wake of the city's 1975 fiscal crisis, the Twin Towers and Downtown skyline were branded through campaigns like ‘I ♡ NY’ to represent a resurgent, global New York. With the recession of 1989–92, and the scaling back of public‐sector marketing, this new brand was used by a host of private‐sector media and marketing firms then establishing global headquarters in New York. In the current period, the site of the towers, and the city as a whole, are being ‘re‐branded’ as a patriotic destination. Building on content analysis and archival research, the article critically analyzes how such marketing became central to New York City's overall economic development strategy. Cet article étudie la stratégie de marque qui a étiqueté le World Trade Center de New York et la ville elle‐mäme, en tant que centre financier et destination de loisirs des années 1960 à 1990. Après avoir traité les préjudices symboliques et matériels liés aux attaques terroristes du 11 septembre, l'article retrace l'histoire de la conception des tours et leur exträme utilisation en marketing. Il examine d'abord les premières motivations du projet et les forces qui ont conduità sa construction controversée dans les années 1960–70. Suite à la crise fiscale de la ville en 1975, les Tours jumelles et la silhouette des immeubles du centre ont ensuite été choisies dans le cadre de campagnes comme ‘I ♡ NY’ (J'aime New York) afin de représenter un New York ressuscité et mondialisé. Après la récession de 1989–92, et la réduction du marketing public, cette nouvelle ‘étiquette’ a servi à une foule d'entreprises privées de médias et marketing qui ont alors installé leur siège international à New York. Actuellement, le site des tours, et la ville dans son ensemble, sont en train d'ätre ‘ré‐étiquetés’ comme destination patriotique. A partir d'une analyse de contenu et de recherches d'archives, l'article scrute la façon dont ce marketing est devenu essentiel à la stratégie de développement économique globale de la ville de New York.

Date: 2003
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