Sioux City, Iowa is working with its airport code:

Sioux Gateway Airport, or SUX as it appears on tickets and bag tags, has been the butt of jokes in Iowa and beyond for decades.

After complaints and failed efforts to change the code, Sioux City decided to lean into its unfortunate designation and, more recently, has expanded it well beyond the airport. Area businesses are increasingly embracing the branding and SUX is popping up all over the place.

Poo SUX is a pooper scooper service for pets. RentSUX is a leasing company. Cleaning SUX is a commercial-cleaning firm. Radon SUX helps people mitigate radioactive gas from their homes. The Art SUX gallery is downtown. And the SUX Pride festival is held in June…

FLY SUX has been the centerpiece of this city’s airport marketing since 2007. Before that, the Federal Aviation Administration offered five alternatives—GWU, GYO, GYT, SGV and GAY—but airport trustees stuck with SUX, the Associated Press reported at the time…

Mike Collett, an assistant city manager who serves as the airport’s director, said SUX has become so common for people in the area that “everyone thinks of it as a positive statement.” When the city lobbies airlines to keep or expand their service, representatives often hand out T-shirts, caps and other SUX tchotchkes.

Cities and communities in the United States need to find ways to stand out. Whether they are trying to appeal to businesses, potential residents, or tourists, they try to provide a reason their particular community should be chosen when there are thousands of other options.

Here are my guesses at how Sioux City thinks it is presenting itself by leaning into this airport code (though the story makes clear that not everyone in the community does): it is a place that can have fun, they can turn difficult situations into good ones, and they are a little edgy. This puts them on the map, even if some might find the language distasteful.

Does this branding work? It is one thing if local grab hold of this and make it part of local life. It is another if this helps the city and area attract people.