Auténtico would have been more authentic. Did they think that people wouldn’t understand Auténtico?
From the Times:
It’s a Spanglish word DMD officials created for the campaign.
It sums up Downtown El Paso’s identity, which is far different from often-sterile shopping malls and other business venues in El Paso and in other parts of the country, he said.
“We want to be true to ourselves. We are a binational Downtown, a bicultural Downtown. So, the blending of an English word and a Spanish word reflects that,” said [El Paso Downtown Management District Executive Director Joe] Gundenrath, who two years ago left his job as director of the Omaha (Neb.) Downtown Improvement District Association to move to El Paso.
Well, hear hear. Bravo. How did we accidentally hire someone who gets it, that El Paso is a zebra in a country full of horses?
Of course, only a dyed in the wool cracker would opt for that Spanglish blend. But the rest of what he says is so refreshingly enlightened I’m going to forgive him.
The campaign’s targeting millenials and young professionals, . . . baby boomers, and shoppers from Mexico because those are groups with people already going Downtown, Gundenrath said.
[DMD Marketing and Communications Manager Rudy] Vasquez said changing poor perceptions of Downtown can’t be done with a “buckshot to the entire city or region.”
“We are leveraging people who already are championing Downtown,” and growing from that, he said.
That’s good. The people most likely to buy your product are people who have bought it before. If you want to leverage your market, you focus on your existing customers, and try to increase sales at the inside margin.
I don’t know how these people slipped through the filters the local bureaucracies have set up to keep out good ideas, but it’s good for El Paso that they’re here.