On August 18th, the Albuquerque Convention & Visitors Bureau (ACVB) unveiled a refreshed campaign to market Albuquerque as a tourism and meetings destination. Close to 200 guests attended the presentation and reception, and photos of the event can be found on Flickr as well as under the hashtag #TrueABQ on Twitter and on Instagram. Below is a summary of the research, rationale, and creative elements that make up the new "Change Your Perspective" campaign.
Background & Research
than a decade ago, ACVB first conducted exhaustive nationwide research to
identify a compelling branding strategy targeting leisure and convention
visitors that it has successfully implemented since. During the course of that
time, the worlds of marketing and media have changed dramatically and ACVB's
approach to them has evolved as well. The goal of this brand refresh is to embrace changes in online and social media and target the demographics that are most likely to be drawn to Albuquerque and its assets. In
early 2014, ACVB began the process of exploring the next major campaign refresh.
Working with longtime
advertising agency partner McKee Wallwork + Co.
, ACVB has developed a fresh new
creative expression that will further enhance the city's appeal to Albuquerque's primary target audiences: Baby Boomers (including meeting planners) and "Intrepid Travelers". ACVB identifies this second group as younger, adventurous Millennials who are seeking the kinds
of outdoor and cullinary experiences that Albuquerque provides so well. Ten
years ago these "intrepid travelers" were just getting out of college and establishing their
careers, and now they have some disposable income and are looking for
experiences on which to spend it. Upon visiting Albuquerque, their experiences
with outdoor recreation, food, beer, wine and neighborhood attractions will (hopefully) leave them with great memories.
Marketing Rationale & Creative Elements
The research and creative behind the campaign were very well received by the crowd and in the days following the event. Below we've included several previews of select creative elements of the "Change Your Perspective" campaign.
campaign hits the sweet spot at the intersection of what travelers want from a
vacation destination and what Albuquerque offers so well. The key insight:
people travel not only because they want to see different things, but because
they want to see things differently; they seek a change in perspective.
just what they'll get in Albuquerque. Our city offers not only a dramatic
change in physical perspective due to our unique topography, distinctive
architecture, mild climate and incredible skies (among other things), but a
change in mental perspective through the incredible art, inimitable cuisine,
dynamic mix of cultures, and so much more that for more than 300 years our
setting has spawned. Research shows that Albuquerque is not what people
expected, and once they visit they indeed see things differently. This new
campaign makes the point in a fresh, compelling and inviting way.
campaign employs a wide variety of innovative tactics to attract both leisure
and convention audiences including traditional media like print ads and
billboards; online marketing tools such as banner ads, pre-roll videos and email
marketing; direct marketing tactics like direct mail and promotional items, and
inventive new tactics including 3D videos, airport kiosks, life-sized
interactive digital displays, mobile viewfinders and breakthrough social media
new direction is so versatile that it can embrace and incorporate new tactics
as they arise. There's much more than
can be executed in the first year, and ACVB expects the campaign to enhance the
Albuquerque brand for many years to come.
Coverage of the event and of the new campaign appeared in the following publications and news outlets:
ACVB is looking forward to further brand development, growth, and promotion of Albuquerque. A big thank you to the Albuquerque Museum
for hosting the event.
Let us know in the comments below what you think of the new campaign!