Cells respond to stress by transcribing survival genes. Zid and O'shea found that, in response to glucose starvation in budding yeast, the translation of a subset of transcriptionally activated mRNAs was increased, and that of another subset was decreased. Transcripts of the first subset were diffusely localized in the cytoplasm, whereas those of the second subset were localized to stress granules, which could explain their decreased translation. When promoter sequences of both gene subsets where fused to a reporter gene, it recapitulated the localization and translation of the endogenous mRNAs. Specifically, promoter sequences responsive to heat shock factor 1 (HSF1) conferred mRNA diffused localization and increased translation. Thus, promoters could influence gene expression by mechanisms other than transcriptional control, perhaps through mediating the loading onto mRNAs of proteins that direct their localization.