Various Westchase District locations served as the backdrop for a new video commercial that is being produced to promote Westchase District. The new commercials come as the result of a marketing survey commissioned by the District earlier this year. That research, which surveyed both internal and external audiences, revealed that Westchase District enjoys solid name identification, which the District will build on to encourage visitors to return to the area.
The research was led by Elevate Strategies, a California-based firm with experience in the real estate and placemaking industries. They surveyed 420 individuals in the greater Houston market area, specifically targeting apartment residents and business owners. Another 214 individuals responded to the survey from an internal list provided by Westchase District.
Elevate’s Director of Research & Strategy Sam Walton said the survey results were generally positive for Westchase District. “Among the general public, Westchase District is nearly universally known. Among your constituents, two-thirds love Westchase. The people who know Westchase the most have the highest opinion of it.”
Among the external audiences, Walton noted that Westchase District has lower unfavorable ratings – less than 12% – than other areas of Houston. “Forty-one percent of respondents don’t know how to feel about Westchase District,” Walton noted. “That’s an opportunity for your messaging. We need to target those 41% who say ‘I’ve heard of Westchase, but don’t know much about it.’”
Turning messages into action
With direction from Elevate, Westchase District staff developed two 15-second commercials that were shot in early April. “We filmed in front of the Portico at West8 apartments on Seagler and at Granite’s Briarpark Green office building,” said Sherry Fox, Westchase District’s vice president of communications. “We filmed at Pacha Nikkei restaurant in the Carillon Center and at Kasra Persian
Grill in the Westchase Shopping Center. All of these locations are well-known in Westchase and unique to the District.” A second day of filming was accomplished in Westchase District’s Woodchase Park, Trailside Park and at the bike lanes on Deerwood Drive.
Since the commercial will use a voice-over talent, it wasn’t necessary to hire actors, noted Fox.
Four team members from Dally + Associates took an afternoon of paid time off to be part of the commercial. Other participants came from LAN, Gauge Engineering, Houston West Chamber of Commerce, Houston Community College, Quillian Center and Hilton Houston Westchase. “It was fun reaching out to people we know in Westchase to participate in the commercial. I think that level of authenticity is evident in the final product,” said Fox.
Look for us on your devices
The commercial debuted in May on KPRC-Channel 2, various streaming platforms and on social media. It is targeted toward consumers who fit into certain demographic and geographic profiles, who have a propensity to shop or eat in this area of Houston. “People know who we are, and generally have high regard for the District. We just need to give them a reason to return here again and 
again, by touting our parks, our restaurants and other experiences that are unique to Westchase District,” added Fox.
The commercial capitalizes on the “What do you chase in Westchase” theme that has been employed in Westchase District’s advertising and on the website for a number of years.
“We learned that message still resonates with consumers,” said Fox. “The survey revealed that consumers appreciate the cleanliness and aesthetic appeal of the District, as well as the overall safety and security of the area. They like that the District is easily accessible. This commercial will help us share those messages with a much wider audience.”
