TO DEBUNK MYTHS ABOUT A CITY UNLIKE ANYWHERE ELSE, WE HAD TO TAKE ITS BRAND IN A DIFFERENT DIRECTION.
Create a new brand presence that debunked myths, increased visibility, and targeted new niche audiences. With more-established (and well-funded) competitive destinations in market, and a brand that needed some focus, it was time for The City Different to do something a little…um…yeah.
Play to their strengths, get perceptions out of the desert and into the sunshine—or onto the slopes—or into the hot tub. Really, there were a lot of places we could take Santa Fe. For this campaign, we blended the familiar and the unexpected to showcase all the things that make Santa Fe unique. With targeted media buys that spoke to (and resonated with) different audiences, we developed a campaign that felt big without getting unwieldy—and that Santa Fe could own.
• Over 1 million media engagements
• Brand launch that resulted in a 421% increase in web sessions, 173% increase in direct traffic and a 19% increase in organic search traffic
• Estimated $2M in added-value media placements