Jack Passion, World Beard Champion
So how could a goofy Beard and Moustache Championship be any better than a bunch of citizens breaking a Smiley Face world record?
Glad you asked. Though I'm personally not a big face of such contests, Bend, Oregon's campaign in support of the 2010 National Beard and Moustache Championships plays up a fun event unique to the area while also boosting local craft breweries and a "Balloons Over Bend" event. These unique offerings are not presented as a message to the nation regarding Bend's identity but as aspects of that identity.
So Visit Bend's support of this competition with tie-ins to other local attractions doesn't have to bear the weight of a single message such as the "Find Your Happy Place in Baltimore" campaign. [Note: they could have put out some nicer graphics and done more with the other events but the core idea is sound.]
To me, the Bend events represent happy places, inasmuch as I can say "happy places" and keep a straight face, while Baltimore's campaign is bearing the joint brunt of death by committee and overloading the mule. It's just too much and not enough all at the same time.
Related Brand Destruction Coverage:
Civic Brand Destruction: Baltimore Self-Promotes With a Smiley Face!