TO DEBUNK MYTHS ABOUT A CITY UNLIKE ANYWHERE ELSE, WE HAD TO TAKE ITS BRAND IN A DIFFERENT DIRECTION.
Tourism Santa Fe selected Fuseideas to develop and execute the destination brand strategy and marketing campaign for the city. As we began our assignment, we were faced with several key challenges: a) An image associated with desert-like weather and landscapes, b) inconsistent presentation of the brand and brand messages, and c) desire to increase fall and winter business and to increase Average Daily Rate, Occupancy and Lodging Tax.
We conducted stakeholder meetings in Santa Fe, listening and learning what people in the community felt about their city and what it truly had to offer. From research done by Longwoods International we learned about perceptions of New Mexico and Santa Fe. We completed a deep dive into Santa Fe history to discover the heritage and culture of the place. We came to realize that there was a common theme running through the brand pillars of visual and performing arts, culture, history, heritage, cuisine, outdoor recreation and shopping — Santa Fe truly is “The City Different”.
We revitalized the brand by bringing back the slogan created by city fathers in the late 19th century, The City Different. It not only became our campaign platform, but a rallying cry for stakeholders and a way to communicate the many things that make Santa Fe such a unique community and destination brand.
The Fuseideas campaign generated more than 1 million trackable website visits from digital advertising. ADR (Average Daily Rate) increased 10% while occupancy also increased by 4%, and RevPAR (Revenue Per Available Room) increased 20%. In total, lodging tax revenue increased more than 30%. These numbers were certainly different for The City Different and as Agency of Record we raised our margaritas to celebrate.