ep-up-understandI have been mulling over El Paso’s new tourism slogan – El Paso Up. I am frequently accused of overly being negative about El Paso and never offering any suggestions for improving the city. As I thought more about Destination El Paso’s new tourism campaign, I realized that here was an opportunity for me to offer something to further the cause for El Paso.

Although I still believe the new branding for El Paso is an extension of the Glass Beach study that determined that to make El Paso successful the city needed to do away with the old and bring in the new, I felt it was time I at least attempted to do my part. Trying my best to be a “team player” and offer constructive suggestions I embraced the notion of doing away with the old and bringing in the new.

El Paso has historically used lies and distortions to create realities that are far from the truth. In keeping with the idea of bringing in a new dynamic into the city, I thought what better way than to use the new slogan to shine some truth to the realities of the city. In a moment of eureka, it hit me – the El Paso Up slogan was the perfect way to tell outsiders what the truth about El Paso is.

In keeping with my attempt to contribute to the city, in a positive manner, I decided that I would take the slogan and make up a few graphics with it to share the realities of El Paso with potential tourists.

Please feel free to add any you all think I may have missed in the comments section. I’ll be happy to incorporate your ideas into graphics of the slogan you can share with tourists looking to vacation in El Paso. There are so many (not) on social media that I know we will make an impact on the number of visitors to the city. Feel free to share my small contribution to El Paso’s new branding campaign through your social media channels. [Just click, copy and paste on Facebook or Twitter or share this page]

Do not forget to hashtag your shares with #elpasoup so our intrepid city officials recognize our small contribution to their latest branding campaign to bring much needed attention and, presumably, tourists to the city. The hashtag is being monitored by those who came up with this latest branding fiasco and thus we should let them see how much [not] we all embrace it as representative of the culture and feel of the city.

Without further delay, here are may ideas for El Paso’s new branding campaign:






Martin Paredes

Martín Paredes is a Mexican immigrant who built his business on the U.S.-Mexican border. As an immigrant, Martín brings the perspective of someone who sees México as a native through the experience...

4 replies on “The El Paso Up Slogan”

  1. Of course the El Paso UP slogan is an allusion to the term, Cowboy Up. I’m not opposed to the cowboy image of El Paso, but I believe that it follows the format of sanitizing the Mexican influence (vaquero) for a more sterile yee-haw image of the cowboy.

  2. Glass Beach all the way baby! we dont want any mexico in el paso says they. what unique shopping experience can el paso provide? none. all the stores here are everywhere. maybe saddleblanket or George’s Pawn downtown with pancho villas penis and right pinky. airport traffic is down and hotel occupancy is down. this is a ruse to drum up some confidence in that the hot tax will be improving with a million dollar ad campaign. the outlets south of santa fe are way better than the outlet and fountains combined. the uptown in abq makes fosters place look like the dollar store. no one is coming except tax man.

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