Break my what?

Have you seen this yet? It’s called Break My Routine and is a new website/campaign that is designed to promote University City. It’s part-blog, part-listing and is sort of cool (although there doesn’t seem to be a whole lot on there yet). The name smacks of a consulting service and does nothing to capture the funky, independent vibe that hovers over the area. It seems, instead, to be targeted to the folks who live in Center City, an attempt to lure us to University City to experience more of the same that we see in our own neighborhoods. I’m not loving that so much, in part because I cross the Schuylkill to get something different than what I see when I walk out my own front door.

What do you guys think of the campaign? Brilliant strategy? Or something slightly less inspired?

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